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信用卡红利积点活动对持卡人消费行为之影响

【中文摘要】:本论文主要研究目的在探讨信用卡红利积点活动对持卡人刷卡与消费行

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为及忠诚度的影响程度,同时分析冲动性购买倾向消费者对于信用卡红利积点活动

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影响持卡人刷卡与消费行为与忠诚度的干扰程度。

本研究利用网路问卷、纸本问卷及人员访谈方式搜集资料,并使用统计软体SPSS 22版套装软体,就信用卡红利积点活动对持卡人刷卡与消费行为与忠诚度之分析,以T检定与变异数分析检定之,并同时检测冲动性购买倾向的干扰效果。

本研究的重要发现与结论有三:
一、 不同的「信用卡红利积点活动」会影响「持卡人刷卡与消费行为」及「忠诚度」。
二、 不同的「冲动性购物倾向」对于「信用卡红利积点活动」影响「持卡人刷卡与消费行为」及「忠诚度」有干扰效果。
三、 不同的信用卡红利积点活动,持卡人刷卡与消费行为会影响忠诚度。
【英文摘要】:The thesis mainly explores the influence of credit card reward programs on the usage behaviors and loyalty of credit card holders, and analyzes the interference degree of impulsivity traits for credit card reward programs on the usage behaviors and loyalty of credit card holders.

The thesis use the Internet questionnaires, people interviews and paper questionnaires to collect data, and T-test and ANOVA using SPSS version 22 for analysis of test the influence of credit card reward programs on the usage behaviors and loyalty of credit card holders and detect the interference effects of impulsivity traits.

We have three important conclusions below:
1.The different “credit card reward programs” would impact “usage behaviors and loyalty of credit card holders”.
2.The different “impulsivity traits” would interfere “the influence of credit card

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reward programs on the usage behaviors and loyalty of credit card holders”.
3.The different credit card reward programs, the usage behaviors of credit card holders would impact loyalty.
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  • 来源:中山大学;作者:简荣樟
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