以企業形象、自我決定理論探討信用卡回饋方案對辦卡意願之影響－以某銀行信用卡為例

信用卡為目前消費者錢包中不可或缺的一項支付工具，根據金管會的報告顯示，目前流通卡數約 5,187 萬張信用卡，可見信用卡與日常生活密不可分。在信用卡的市場中，選擇信用卡的考量分別為「刷卡回饋%數」(41.2%)、「首刷禮」(38.6%)等因素，申辦適合自己的信用卡。隨著網際網路的使用量持續上升，以及對金融產品的需求與日俱增，消費者透過網路口碑的傳播，來增加自己對商品的認知，進而提升申辦意願。本研究針對國泰世華所推出的信用卡「CUBE」卡為研究目標，並探討企業形象、自我決定理論是否會對網路口碑傳播及辦卡意願產生影響。本研究共回收 277 份有效問卷，並以統計軟體 SPSS 22.0 為資料分析工具，並透過迴歸分析驗證，得以下結論: 一、自我決定理論之自主性對網路口碑傳播意願具有正向影響二、自我決定理論之關聯性對網路口碑傳播意願具有正向影響三、自我決定理論之自主性對辦卡意願具有正向影響四、自我決定理論之關聯性對辦卡意願具有正向影響

關鍵字

企業形象；自我決定理論；網路口碑傳播意願；辦卡意願

並列摘要

Credit cards are an indispensable payment tool in consumers’ wallets. According to the report by the Financial Supervisory Commission, there are currently about 51.87 million credit cards in circulation, which shows that credit cards are inseparable from daily life. In the credit card market, credit cards are chosen based on factors such as “credit card rewards” (41.2%) and “first swipe gift” (38.6%), and they apply for a credit cards that suits on their needs. As Internet usage continues to increase and demand for financial products grows, consumers are using online word- of-mouth to increase their knowledge of products and their willingness to apply for them. Based on the above research viewpoints, this study aims to investigate whether corporate image and self-determination theory have an impact on the spread of IWOM and card purchase intention. A total of 277 effective questionnaires were collected and analyzed with SPSS 22.0, and the following conclusions were verified by regression analysis. The following were the research results: 1. The autonomy of self-determination theory has a positive impact on IWOM. 2. The relatedness of self-determination theory has a positive impact on IWOM. 3. The autonomy of self-determination theory has a positive impact on card purchase intention. 4. The relatedness of self-determination theory has a positive impact on card purchase intention.