A Study of the Credit Card on Student Market of Four Private Universities in Taipei Area.

• Main Authors: Lin, Da-Chung, 林達宗
• Other Authors: Liang-Yuh Ouyang, Tzong-Ru Tsai
• Format: Others
• Language: zh-TW
• Published: 1997
• Online Access: http://ndltd.ncl.edu.tw/handle/03822209299433878099

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.