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博碩士論文 etd-0515114-170152 詳細資訊
Title page for etd-0515114-170152
論文名稱
Title
信用卡紅利積點活動對持卡人消費行為之影響
The Influence of Credit Card Reward Programs on the Usage Behaviors of Credit Card Holders
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
80
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2014-06-14
繳交日期
Date of Submission
2014-06-15
關鍵字
Keywords
衝動性購買傾向、信用卡紅利積點、購買意願、關係行銷、顧客忠誠度
Credit Card Reward, Purchasing Intention, Relationship Marketing, Customer Loyalty, Impulsivity Traits
統計
Statistics
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中文摘要
本論文主要研究目的在探討信用卡紅利積點活動對持卡人刷卡與消費行為及忠誠度的影響程度,同時分析衝動性購買傾向消費者對於信用卡紅利積點活動影響持卡人刷卡與消費行為與忠誠度的干擾程度。

本研究利用網路問卷、紙本問卷及人員訪談方式搜集資料,並使用統計軟體SPSS 22版套裝軟體,就信用卡紅利積點活動對持卡人刷卡與消費行為與忠誠度之分析,以T檢定與變異數分析檢定之,並同時檢測衝動性購買傾向的干擾效果。

本研究的重要發現與結論有三:
一、 不同的「信用卡紅利積點活動」會影響「持卡人刷卡與消費行為」及「忠誠度」。
二、 不同的「衝動性購物傾向」對於「信用卡紅利積點活動」影響「持卡人刷卡與消費行為」及「忠誠度」有干擾效果。
三、 不同的信用卡紅利積點活動,持卡人刷卡與消費行為會影響忠誠度。
Abstract
The thesis mainly explores the influence of credit card reward programs on the usage behaviors and loyalty of credit card holders, and analyzes the interference degree of impulsivity traits for credit card reward programs on the usage behaviors and loyalty of credit card holders.

The thesis use the Internet questionnaires, people interviews and paper questionnaires to collect data, and T-test and ANOVA using SPSS version 22 for analysis of test the influence of credit card reward programs on the usage behaviors and loyalty of credit card holders and detect the interference effects of impulsivity traits.

We have three important conclusions below:
1.The different “credit card reward programs” would impact “usage behaviors and loyalty of credit card holders”.
2.The different “impulsivity traits” would interfere “the influence of credit card reward programs on the usage behaviors and loyalty of credit card holders”.
3.The different credit card reward programs, the usage behaviors of credit card holders would impact loyalty.
目次 Table of Contents
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第二章 文獻探討 3
第一節 關係行銷的利益 3
第二節 顧客忠誠度之衡量指標 8
第三節 衝動性購物之行為與特質 12
第四節 關係行銷、顧客忠誠度與衝動性購買三者間之互動 16
第三章 研究方法 17
第一節 研究架構 17
第二節 研究假設 19
第三節 變數操作型定義與衡量 20
第四節 問卷設計 22
第五節 抽樣與資料蒐集 24
第六節 資料分析方法 25
第四章 研究結果分析 26
第一節 信度分析 26
第二節 有效樣本特徵分析 26
第三節 人口統計變數與衝動性購買傾向之關係 44
第四節 信用卡紅利積點活動對持卡人刷卡與消費行為與忠誠度之影響 47
第五節 衝動性購買傾向之干擾效果 49
第六節 持卡人刷卡與消費行為對忠誠度之影響 52
第七節 本研究假設之檢定結果整理 53
第五章 結論與建議 54
第一節 研究結論 54
第二節 行銷實務貢獻 56
第三節 研究限制 57
參考文獻 58
中文部分 58
英文部份 59
附錄一 信用卡產業分析 61
第一節 信用卡消費市場之概述 61
第二節 信用卡發卡市場之競爭 61
第三節 銀行信用卡「紅利積點方案」整理 65
附錄二 正式問卷 67
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