| Summary: | 碩士 === 國立交通大學 === 管理科學系 === 90 === The credit card is wildly used currently. It is an important payment media. We have to pay more attention and do more research in the evolution of credit card.
In this paper, there are three issues have to be discussed. First, we discuss what promotion strategy will affect the behavior of the card holders mostly. Second, under different promotion strategies, we study what are the differences of the result of population statistical variables between each group of consumers? Third, we have to find out which population statistical variables will affect the behavior of card holders.
We employ descriptive statistics method, reliability analysis, validity analysis, ANOVA and Chi-square test in the research. The results are described following.
The behaviors of card holders are greatly affected by different promotion strategies. When we study the using rate and the average monthly consuming amount, among every kind of promotion strategies, we find that giving presents is the most effective way to encourage consumers to use a specific card. On the contrary, giving coupons is the worst way.The gender, occupation and age are the three population statistical variables that affect the promotion strategies.Almost all population statistical variables affect the behaviors of consumers. Age, marriage, occupation and income, these four variables affects the using rate of credit card. Except these four variables, the fifth variable, gender, has to be responsible for the effect of average monthly consuming amount. The last variable, education, do not bring significance effects to consumers’ behaviors.
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