| 摘要: | 台灣地區信用卡發卡量有將近半數的發行信用卡未流通的事實，隨著卡債、卡奴的事件爆發，如今，要如何增加信用卡市場的佔有率已不是信用卡業者的經營重點，高佔有率並不一定就能帶來高經濟效益。隨著信用卡的發展，讓所有持卡人均一體適用所附加之功能與權益，如此將造成無謂成本浪費，從傳統由信用卡業者提供規劃設計的產品到信用卡客製化，這樣的轉變，在以前是無法實現的一種想法，但由於電腦科技的發展與進步，信用卡客製化在技術上已經不是問題，加上現在是以「顧客」為尊的時代，經營不同的客群是很重要的課題，使得信用卡客製化的可行性大大的提高。
本研究利用基本敍述統計、卡方獨立性檢定、集群分析、對應分析，以及多變量方差異分析析等研究方法，以瞭解消費者使用信用卡的偏好，以及對於信用卡客製化意願與偏好。基本的刷卡功能已無法滿足消費者的需求，不同的消費者會依所需要的功能與權益而選擇不同的發卡機構，雖然，未來的信用卡市場，沒有人能夠去完全正確的預言與評估。但我們可以依照消費者偏好及需求提供客製化產品，以期望達到讓消費者一卡多用的目的，進一步提升持卡人使用及消費的頻率及建立忠誠度。
;In Taiwan credit card market, it is a well-known situation that more than half of credit cards have not been used and/or in an inactive mode after being issued. Such situation, combined with the severity of card debt and card slave problems, has sent a warning signal to credit card issue banks. They are fully aware that gaining more shares from card issue market is no longer a desirable strategy because higher card penetration rate does not mean higher transaction revenue brought back to the banks. Also, when the needs of card holders’ get more diversified
nowadays, standardized credit card products with no differentiated features/benefits are losing attractiveness to consumers. Customer-centric concept is now well-accepted and people are willing to pay premium for products with personalized features. That makes credit card issue banks believe that, if they can create customized credit card products for different segments
and audiences, they can invent a new “blue ocean”. And thanks to technology innovation, it is no longer a mission impossible for card issue banks to do. However, the question needs to be answered now is: “What kind of customized features/functions are card holders looking for?”
As such, the main purpose of this thesis is to have a deep understanding of customers’ credit card preference and their interests/needs on customization. This research was conducted by 187 effective questionnaires and then analyzed by different statistic approaches, including 1)
descriptive statistics, 2) chi-square test of independence, 3) correspondence analysis, 4) cluster
analysis, and 5) MANOVA.
This research is supposed to provide valuable consumer insights and perspectives in terms of credit card customization. Also, credit card issue banks can benefit from this research to help them launch right credit card products/features to right target audiences. With more and more customized cards available in the market, it could effectively increase the frequency of card usage and loyalty of card holders, which, till the end, will bring in more transaction revenue back to card issue banks to create a win-win situation to the entire credit card industry. |
