| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 92 === Until the end of December 2003, according to Ministry of Finance of Taiwan, there were 70,750,000 credit cards had been issued; in contrast, only 1,340,000 international credit cards had been issued in China.
Now, this study will give you a brief view of current Taiwan and Shenzhen’s credit card market via statistic numbers, survey, and industry working experiences. There are three key reasons in conclusion- promotions incentive, service convenience and perceived risk.
Survey had been conducted from March 20th to April 15th 2004 in both Taiwan and Shenzhen. There were 174 available respondents in Taiwan, and 659 ones in Shenzhen area. Through correlation analysis and multiple regression analysis, they lead to the following points:
1. Financial institutions should emphasize on marketing activities in order to attract consumers to apply for credit cards. The marketing incentive should not be only at the time when people applying cards, but also after-sale service. This will encourage consumers’ willingness of applying for cards.
2. Service convenience is one of the main points that influences customers’ decision. Thus, financial institutions should offer service convenience and reasonable service to customers.
3. Customers are not willing to take risks. If financial institutions decrease perceived risk , that will attract more people to apply credit cards.
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