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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/107465

    Title: 探討消費者對於金融商品交叉銷售接受意願之影響因素
    Authors: 張懷文;孫嘉祈
    Keywords: 商業銀行;交叉銷售;服務品質;專業能力;銀行組織規模與聲望;Commercial Bank;Service Quality;Professional Competence;Organization Scale of Bank and Reputation
    Date: 2016-06-03
    Issue Date: 2016-09-13 02:10:46 (UTC+8)
    Abstract: 本研究以台灣地區的商業銀行為問卷抽樣地點,探討消費者對於金融商品交叉銷售接受意願之影響因素。首先,根據便利抽樣方式,以台灣地區的商業銀行購買金融商品或是曾購買金融商品的消費者進行問卷發放,發放250份問卷,回收247份,有效問卷210份,有效問卷回收率為85%。蒐集樣本資料以描述性統計、獨立樣本t檢定、單因子變異數分析和多元迴歸分析等方法來進行統計分析。
    Relation: 2016兩岸國際企業與商務研討會
    Appears in Collections:[國際企業學系暨研究所] 會議論文

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