Aaker(1991)認為品牌權益可以建立企業的優勢與利潤來源，而促銷是各業者普遍採用為了保有顧客經常使用的行銷手法。本研究主題在於探討品牌權益、促銷活動對持卡人消費行為影響，以促銷活動為干擾變項，探討是否對各相關構面間造成干擾之效果。利用文獻與實證方式，針對大台北地區之持卡人進行調查，期透過本研究在不同人口統計變項在品牌權益、促銷活動等變項間，找出影響信用卡持卡人的購買行為的因素，以提供發卡行提升持卡人刷卡消費意願之參考。 本研究採量化之問卷調查法，針對有效問卷共202份進行信度分析、描述性統計分析、因素分析、階層迴歸分析、羅吉斯迴歸分析、ANOVA等各項統計分析。經實證分析後獲致研究結論如下: 1.品牌權益對信用卡持卡人之購買意願有顯著正向影響。 2.品牌權益對信用卡持卡人之持卡行為有顯著正向影響。 3.品牌權益對信用卡持卡人之購買意願之影響會因為立即性促銷活動而有顯著差異。 4.不同人口統計變項之信用卡持卡人在持卡行為、促銷活動及品牌權益有顯著差異。 因此，在資源有限的情況下，企業應首重品牌權益的建立，進而達成提昇購買意願的最終目的。 Aaker(1991) thought that brand equity can build up the source of the advantages and profits of the enterprise. The promotional activities are methods that the industry usually adopted in order to retain customers.The main purpose of this thesis is to study the impact of brand equity on consumer behaviors of credit card holders in which the promotional activities as the moderating factor. By literature exploring and using empirical survey methods with the credit card holders in Taipei, we investigate factors that affect the consumer purchase behaviors of credit card holders including demographic variables, brand equity and promotional activities. This research enhances the financial institute’s ability of increasing credit card holders’ purchase intention for that is very important today. This research adopts the convenient questionnaire survey. By effective 202 materials of sample retrieving, we analyze the data by methods of descriptive statistics, factor analysis, reliability analysis, logistic regression analysis and hierarchical regression. After the empirical research, the findings are as follows: 1.The brand equity has significant positive effect on purchase intention of credit card holders. 2.The brand equity has significant positive effect on using behaviors of credit card holders. 3.There is significant moderating effect when using immediate promotion as a moderator on the relationship between brand equity and purchase intention. 4.The credit card holders with different demographic variables will have differences in the behaviors of using credit card, promotional activities, and brand equity. Therefore, in order to reach the final purpose of increasing purchase intention, the enterprise should focus on brand equity when the business resource is limited.
