研究結果發現：1.以三十四題AIO量表，透過因素分析萃取出 「名牌時尚因素」、「社交活躍因素」、「平凡踏實因素」、「生 活規律因素」、「家庭溫馨因素」、「情感衝動因素」、「創新活 力因素」及「前途似錦因素」等八個生活型態因素。2.依集群及鑑 別分析，區隔為三個市場區隔，分別命名為「社交時尚群」、「行 為外控群」及「家庭事業兼顧群」。3.三個市場區隔在八個生活型態因素上皆有顯著差異。4.三個市場區隔僅與人口統計變數中的「全家平均每月收入」有關，表示三個市場區隔在「全家平均每月收入」的分佈上有顯著差異。 In order to face the highly competitive environment of Taiwan financial market, banks are needed to understand the consumer characteristics to upgrade the customer service quality of its target market. According to the needs of consumers of target market, banks can provide the most suitable financial products to create the competitive advantage. The purpose of this research is to use the lifestyle variables as segmentation bases. A total of 398 questionnaires are collected from the Taipei branches of Ta Chong Bank. The research findings are as follows: 1. On 34 questions of lifestyle (AIO) questionnaires by using the Factor analysis to format eight factors, namely, “ Fashion brand”, “Socialization Active”, “Generic Practical”, “Disciplinary life”, “Family Warmth”, “Feeling Emotion”, “Creativity Active”, and “Future Brighten”. 2. By using Cluster and Discriminated analysis, respondent samples can be segmented into three market segments, namely. “Fashion Socialization”, “External – Control behavior”, and “Family – Business”. 3. The three market segments and eight lifestyle factors both have significant differences. 4. The three market segments have only significant difference on “Average Family Income”
