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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/105179

    Title: 銀行新型態的產品推動與顧客接受度分析 : 以悠遊Debit卡為例
    Other Titles: Preference analysis of consumers on bank's new service : the case of debit card
    Authors: 項煜勳;Hsiang, Yu-Hsun
    Contributors: 淡江大學國際行銷碩士在職專班
    曾義明;Tseng, Yi-Ming
    Keywords: 生活型態;時尚性;消費者行為分析;創新性;科技恐懼;Life Style;Fashion;Consumer Behavior;innovative;technophobia
    Date: 2015
    Issue Date: 2016-01-22 14:49:41 (UTC+8)
    Abstract: 隨著新技術快速發展,改變了人們的習慣,也促成了更多不同的塑膠貨幣的誕生,讓交通電子票證不再單純只是票證,更賦予小額消費的功能。此種新型態產品,為何能將臺灣的銀行或是有發票證的公司趨之若鶩,因此本研究的研究目的是在以悠遊Debit卡為例,暸解銀行新型態的產品推動與分析顧客的接受度,及探討銀行業者在新型態產品推出時如何擬定推廣策略,以及分析有意願申辦的顧客群特徵與願意接受的要素。
    As the techniques develop, people change their behaviors in using money, and more different kinds of plastic moneys emerge. It makes a travel card not only a ticket, but also having the function to pay low prices. It is interesting to study why the banks and travel-card corporations eager for such products. This study aims at, with a case study of Debit card, understanding the acceptability of such a new type travel card and the promotion strategy. For those customers who will to have such a product, we analyze their characteristics and the reasons.
    In this study, we use convenience sampling and online-survey. Questionnaires are in the Internet, and 300 effective responses were obtained. By the software SPSS, the data were analyzed by several methods such as descriptive statistical analysis, factor analysis, reliability and validity analysis, one-way analysis of variance and chi-square test.
    The findings show that:
    1.The people who have the experience on co-branded card have higher acceptability for Debit card.
    2.By the statistics of people, gender is only the factor for non-using Debit card.
    3.By the experiences of using Debit card, although people do not understand Debit card too much, they do not reject using.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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