| Summary: | 碩士 === 淡江大學 === 管理科學研究所 === 85 === As the rapid growth of the domestic credit card market, banks
spare no efforts to promote in order to strengthen for market
share. Some banks direct their attention to potential
consumers. They take collage and university students as
new markets. The major purpose of this study is to understand
the utilization situation of credit card in student
market；and if the consumer behaviors are different in
different schools. This
study included four private universities in Taipei area：
Tamkang, FuJen, Culture, Soochom. Analysis were done to
instigate different characteristics credit card owners in
demographics, consumption behavioral variables, benefit
sought for credit card, and living styles. Major course for
holding a credit-card were also investigated.
Finally, attributes for holders and non-holders for
each school were studied through logistic regression model.
There are several statistical methods are implemented, such as
the factor analysis, cluster analysis, MANOVA, Chi-
square test. Results of this
study are follows：
1.In demographics, there are significant differences in
educational system, collage, sex, living condition,
working or non-working, average disposable income a month
and transportation among different sub-school credit card
holder.
2.In consumption variables, there are significant differences in
average consuming amount and must frequent
purchasing. 3.There are no
significant differences in benefit sought for credit card
among different sub-school credit card holders.
4.There are no significant differences in life style among
different sub-school credit card holders.
5.One of the main reason for students to have credit card is
that they may decrease the holding of their cash. On
the contrary, non-holder regular it as non-necessary.
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