This study used 853 samples from northern area, middle area and southern area in Taiwan by hierarchal sampling method to explore consumer behaviors in banks. Results showed that (1) consumers could be divided into three separate segments (2) three geographic van ables-living area, age, and sex in three segments were different significantly ; (3) message sources in three segments were different significantly ; (4) the consuming financial goods and services mix in three segments were different significantly. Besides, practical implications and further study recommendations were discussed.
