信用卡特店分期與銀行分期交易之消費者選擇之影響

The Influence of Credit Card Authorized Store Installment and Bank Installment on Consumer’s Choice

古明憲(Ming-Msien Ku)

指導教授 ： 張阜民

朝陽科技大學/管理學院/財務金融系/碩士(2015年)

摘要

面臨物價上漲生活不易，但百貨週年慶大力促動分期付款許多行銷方案花招百出，頻見民眾們大排長龍的景象，特店分期在百貨週年慶大血拼的同時，分期0利率是否能增加購物單筆金額？面對薪水停滯手頭緊縮的情況，各家銀行紛紛推出銀行分期功能，讓民眾只要拿起電話或上網設定，輕輕鬆鬆馬上讓帳單就可以分期付款，消費者真能減輕壓力嗎？在活動預算有限下，廣宣怎麼運用才能創造效益最大化？
本文旨在探討影響持卡人申請分期付款的意圖，用以了解銀行與特店分期差異性，期提高分期行銷的效率，降低分期成本的浪費。研究對象為年滿20歲以上(含)且已持任一銀行之信用卡的一般社會大眾，進行面對面的訪談調查，有效問卷252份，以SPSS統計軟體進行資料分析。結論可歸納為「性別」、「婚姻」方面說明，特店提供與銀行相同提供0利率服務，呈現不顯著，表示銀行提供0利率更能為大眾全面所接受。分期減輕壓力男女大不同嗎？這答案是否定的。年齡及職業顯示，分別對銀行及特店意圖各構面表相對應及非相對應選項上，全面皆出現顯著性，「21~30歲」之「上班階級」為行銷首要對象。

關鍵字

SPSS統計軟體 ； 信用卡 ； 分期付款

並列摘要

Facing rising commodity prices and growing difficulty making ends meet, the department store has strongly promoted a wide variety of marketing plans involving installment payments for the anniversary celebration. As a result, on several occasions, people have waited in line to take advantage of the bargains. While striving to promote the department store's anniversary, is an installment payment interest rate of 0% able to increase the amount of shoppers' expenditures? In the face of stagnant wages and tougher economic conditions, various banks have introduced installment payment programs allowing the public to use their phone or computer to immediately arrange to pay bills in installments. Does this truly relieve financial pressure on consumers? When activity budgets are limited, how can publicity use creative methods to achieve the greatest benefit?
This paper seeks to investigate factors influencing cardholders' intention to apply for installment payments, which can shed light on the installment payment discrepancies between banks and stores, enhance the efficiency of installment program marketing, and reduce installment cost waste. The research subjects consisted of members of the general public holding credit cards issued by a certain bank who were at least 20 years of age. A face-to-face interview survey yielded 252 valid questionnaires, and the resulting data was analyzed using SPSS statistical software. The study concluded that, when examining the factors of "gender" and "marriage," no significant difference existed between 0% interest rates provided by stores and banks, which indicates that the provision of 0% interest rates by banks should be fully acceptable. Are there differences between men and women with regard to the ability of installment payments to ease financial pressures? This study indicates that there is no difference. As for age and occupation, it was found that the corresponding and non-corresponding variables in each aspect are all significantly correlated with intention to obtain installment payments from banks and stores, and "age of 21-30" and "white collar worker" should be the chief targets of marketing.

並列關鍵字

SPSS statistical software ； Credit card ； Installment payments

參考文獻

陳佩君，2007，目標導向與付費方式對消費者購買意願之影響，國立臺灣大學商學研究所碩士論文。

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