台灣現金卡消費者消費知識與消費意願之研究

南華大學機構典藏系統 > 管理學院 > 企業管理學系(管理科學碩/博士班,非營利事業管理碩士班) > 博碩士論文-管理科學碩博士班 > Item 987654321/22136

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題名:	台灣現金卡消費者消費知識與消費意願之研究
其他題名:	A Comparison Study Of consumer Knowledge And Consuming Will Of The Cash Card Consumer In Taiwan
作者:	林榮茂 Lin, Rung-mau
貢獻者:	管理科學研究所于健 Chien Yu
關鍵詞:	現金卡;消費者知識;申辦意願 cash card;consumer knowledge;consuming will
日期:	2005
上傳時間:	2015-07-31 15:38:49 (UTC+8)
摘要:	台灣總體金融環境快速變遷，金融機構紛紛發展獲利高、風險分散的個人消費金融業務以提升競爭力。現金卡為目前各行庫積極推廣之主要新興商品，故消費者對現金卡之消費行為研究乃當務之急，特別是有關消費知識種類、來源與消費意願之比較。本研究擬透過抽樣調查法探討不同消費意願與特性之消費者，其知識種類、來源及人格特質之關聯性，以分析現金卡這種新興金融商品之消費行為。研究發現：　（1）消費者現金卡知識種類可分為「主觀因素」、「熟悉度因素」、「知名度因素」、「優惠因素」、「設計因素」與「救急因素」等六項類型。（2）不同特性之消費者所重視的知識類型亦有所差異。（3）開放性人格特質的消費者較能接受現金卡產品。（4）具申辦或使用現金卡經驗的消費者之再申辦現金卡意願較高，同時，使用頻率愈高者，其願意申辦現金卡的比率愈高。（5）影響現金卡消費者知識種類接收，如電視、廣播、網際網路等知識來源，所影響的現金卡知識種類並不相同。　　　最後，本研究依據上述發現提出相關行銷建議。　　The macro finance environment of Taiwan has changed fast, the financiers have developed the individual consuming affairs which have high profits and dispersed risks to raise their competitive strength. The cash card is the rising product that all banks are promoting presently, therefore, to research the cash card consuming behaviors of the client is significant, especially, the comparison among the categories of consuming knowledge, the resources of the consuming knowledge and the consuming wills. This research discusses the relationships among the knowledge categories, knowledge resources and the personalities from the customers with different consuming wills and characters by a sampling survey to analyze the consuming behaviors of the rising financial product- the cash card. The results of this research are as follows:　(1) The categories of customers’ cash card knowledge are subject factor, familiarity factor, popular factor, benefit factor, design factor and emergency factor.(2) Customers with different characters have different views of knowledge categories.(3) The customers with open characters accept the cash card products easier.(4) The customers who used to apply or use the cash cards have higher wills to apply the cash cards again; moreover, the customers who use the cash cards more frequently have higher wills to apply the cash cards.(5) Different media affect the consumers’ acceptances of knowledge categories differently, for instance, the knowledge resources from TV, broadcast or the internet.　　　Consequently, this research offers some related marketing proposals by the results above.
顯示於類別:	[企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-管理科學碩博士班

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