| Summary: | 碩士 === 國立交通大學 === 管理科學系 === 91 === nstitution of Management Science, National Chiao Tung University
Abstract
Owing to the radical change in global financial environment, many countries get rid of the restrictions on financial business operation. Facing the ruthless competition from international financial groups, “The Law of Financial Holding Companies” was into force on the 1st of November, 2001. There are so many research reports on discussing the benefits merits and Key success factor from financial groups integration. However, it is very rare to see the research on consumers’ opinions on the methods of these financial service groups running their business crossing fields. The study understand what consumers want from the financial group through my research, and financial groups will provide what kind of product to meet consumers’ needs. In addition, this can also be a reference for these companies to make their marketing strategy.
This research is based on the model of EKB, the pattern behavior of consumers in financial market, product quality and population statistics as the input variables. Through the analysis of the time and behavior of consumers to divide the financial market. This research focuses on the domestic financial groups already exist with the credit card holders in Taipei City and people using the financial services from February to March, 2003.
The research shows different business model in financial groups does not affect consumers’ motivation and it has nothing to do with the information they got, either. Of much more significance are the population statistics variables of gender, income, occupy. Product orientation. And the acceptance of financial groups which running their business crossing fields
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