金控時代下綜合銀行消費者市場區隔之研究－利益區隔變數之應用

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/22821

Title:	金控時代下綜合銀行消費者市場區隔之研究－利益區隔變數之應用
Authors:	繆敏志楊濱燦羅文君
Contributors:	商學院
Keywords:	綜合銀行市場區隔
Date:	2004-10
Issue Date:	2012-08-13
Abstract:	本研究係採分層便利取樣，在北、中、南三區各抽取300名銀行消費者，探討其銀行消費行為，實得有效樣本853份，有效問卷回收率達94.7%。本研究得到下列主要發現：1．根據四個利益尋求因素可將消費者分為消極型、關懷有形型及服務品質型三群；2．人口變項以居住地區、年齡及性別在各利益集群有顯著差異；3．各利益集群在訊息來源上有顯著差異；4．各利益集群在消費性金融商品及服務組合上有顯著差異。此外，本研究亦討論了研究主要發現在管理實務及後續研究上之建議。 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.
Relation:	文大商管學報 (9卷2期) ：p51 -65
Appears in Collections:	[College of Business Administration] Business Review

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