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    Title: 臺北市生活型態與市場區隔之研究 : 以萬泰商業銀行客戶為例
    Other Titles: A study of lifestyle and market segmentation : a case study of Cosmos Bank
    台北市生活型態與市場區隔之研究
    Authors: 趙美儂;Chao, Mei-Lung
    Contributors: 淡江大學國際商學碩士在職專班
    黃志文;劉菊梅
    Keywords: 生活型態;市場區隔;Lifestyle;Market Segmentation
    Date: 2011
    Issue Date: 2011-12-28 17:56:04 (UTC+8)
    Abstract: 為順應金融自由化潮流,致力金融效率的提升,在競爭激烈的金融市場上,如何找尋核心競爭力,並針對顧客不同的需求,提供不同層面的服務及提升品質,已成為銀行業的重要課題。

    本研究目的是用一般生活型態為區隔變數,以台北市區的萬泰銀行有開戶往來的客戶為抽樣對象,採便利抽樣方法,有效問卷有230份。研究問卷共分兩大部分,第一部分為生活型態,第二部份為人口統計變數。分析中應用了變異數分析、卡方檢定、因素分析及集群分析等統計方法。

    經研究分析後,本研究結果發現:
    1. 以三十四題AIO量表,透過因素分析萃取出「名牌流行因素」、「社交活躍因素」、「情感衝動因素」、「家庭溫馨因素」、「條理分明因素」、「生活規律因素」及「務實因素」等七個生活型態因素。
    2. 經由集群及鑑別分析,區隔為三個市場區隔,分別命名為「名牌善變群」、「愛家穩重群」及「規律活耀群」,在七個生活型態因素上皆有顯著差異。
    3. 三個市場區隔與人口統計變數中的「婚姻」、「年齡」、及「個人平均月收入」有關,表示三個市場區隔在這三項人口統計變數上的分佈上有顯著差異。
    To cope with the trend of financial market liberalization and to improve financial efficiency in the highly competitive financial markets, the effort of finding core competitiveness to provide differentiated services and enhanced quality to meet various customer needs have become an important issue in banking industry.

    Using the lifestyle variables as segmentation bases, avtotal of 230 questionnaires were collected from customers who opened an account with Cosmos Bank in Taipei .

    The study questionnaire was divided into two major parts; first part was on the lifestyle and the second part was on the demographic variables. ANOVA analysis,chi-square test, factor analysis and cluster analysis of statistical methods were used to analyze the applications. The research findings are as follows:
    1.On 34 questions of lifestyle (AIO) questionnaires by using the Factor analysis to format seven factors, namely, “fashion brand”, ”socialization active”, “feeling emotion”, “family warmth”, “organized rational factor”, “disciplinary life”, and “pragmatic factors”.
    2.By using Cluster and Discriminated analysis, respondent samples can be segmented into three market segments, namely, “changeable in fashion brand group”, ” home loving and stabile group” and “active socializing with regular life group”. Significant differences were found both in the three market segments and the seven lifestyle factors.
    3.The three market segments have significant difference on “marriage condition”, “age”, and “personal average monthly income”, in the three market segments.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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