Explore the Diversity of Product Assortment on Preceived Benefits- Taking Taiwan Credit Card Industry as Sample

• Main Authors: LIU YEN JIUN, 劉彥均
• Other Authors: 謝效昭
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/4uufw5

碩士 === 東吳大學 === 國際經營與貿易學系 === 102 === In recent years, with the opening of Combo Card, the combination with different industries such as department store or hypermarket, and the sponsorship of the public organizations, the credit card market in Taiwan brings forth many new products continuously, among which the design is differentiated to meet different market demands and provide services to the consumers with different preferences. The study mainly explores whether the credit card diversification will affect the perception of the consumers towards the benefits of the credit cards under the same brand, and also discusses the influence of credit card diversification on the perception of the consumers towards the benefits of the credit card under the interference of different consumer’s product knowledge and consumer types. The study conducts a questionnaire survey among the credit card users. The regression analysis of the collected questionnaire data shows that: (1) The more the credit cards are diversified, the higher the consumers can perceive the benefits. (2) The higher level the consumer’s product knowledge is, the higher degree the credit card diversification can affect the benefits perceived by the consumers. (3) Different consumer types will interfere with the influence of the credit card diversification level on the benefits perceived by the consumers.