臺灣博碩士論文加值系統

　本研究應用分解信念架構之計劃行為理論來探討關於信用卡持卡消費的態度、主觀規範、知覺行為控制、意圖與行為，主要探索以下問題：
1.探討持卡人對於持卡消費之態度、主觀規範與知覺行為控制是如何對意圖與行為產生影響。
2.藉由分解信念架構之計劃行為理論，來了解各分解後的因素對持卡消費之意圖與行為的影響。
　藉由計劃行為理論及信用卡相關的文獻討論以及分解信念架構之計劃行為理論的探討，本研究推導出數個研究假設。本研究藉由與某金控合作問卷調查收集資料並以線性結構關係模式來分析上述問題，並已回歸方程驗證，以及卡方檢定來探討持卡消費使用者特性和其填答結果與實際行為差異上的研究。
　結果顯示，當個體對持卡消費有正向的態度、高度的主觀規範及高度的知覺行為控制時，則會產生正向的意圖，而正向的意圖會產生以持卡消費來消費的行為。本研究之研究結果，提供給未來研究者及企業主作為參考資料。對企業主而言，本研究建議發卡機構若要有效的運用持卡消費時，可注意以下幾點：
1.發卡機構在考慮誘導持卡消費時，要包裝具有較高的優勢的活動，且要容易誘發其意圖為首要。
2.發卡機構在傳遞持卡消費的訊息選擇上，應優先考慮選擇可影響其刷卡意圖的方式，如此才能有效地命中目標市場。

This study applies Belief Decomposition Theory of Planned Behavior to discuss the impacts of individuals’attitude, subjective norm, perceived behavioral control, intention and behavior on the usage of credit card. The primary purposes of this study include the followings.

1.The impact of attitudes toward, used credit card subjective norm, and perceived behavioral control on intension and behavior.
2.Analyzing factors behind the use of credit card form a belief decomposition perspective on the Theory of Planned Behavior.

Based on the review of previous research on Theory of Planned Behavior, credit card, and belief decomposition in the Theory of Planned Behavior, many hypotheses were generated. Data were collected from one Finacial holding company. LISREL was employed to test proposed conceptual mode. In addition, independent samples t-test were used to examine the relationship among credit card users’characters and demographic variables.

The results suggest that attitudes, subjective norm, and perceived behavioral control do affect individuals’intention and behavior on acquiring and using credit card significantly. In addition, although no significantly different. Finally, the credit card users feel that they are smarter than the non-users. The results of this study provide useful information to future researchers and practitioners. The followings are recommendations to entrepreneurs in applying credit card.

1.The design of credit card should show its relative advantage, and it should be easily understood, and let card holder get intention in first.
2.The priority of information delevery choices for distributing credit card is considering how to get higher intention.

誌謝　I
摘要　II
Abstract　III
表目錄　VIII
圖目錄　XI
第一章緒論　1
　第一節 背景與研究動機　2
　第二節 研究目的　5
　第三節 研究範圍與對象　7
　第四節 研究流程　8
第二章理論基礎與文獻探討10
　第一節 信用卡的定義與市場現況　10
　第二節 計畫行為理論　14
　第三節 計畫行為理論的補充研究　20
第三章研究架構及方法　22
　第一節 研究架構　22
　第二節 研究假設　24
　第三節 研究變數測量　28
　第四節 問卷設計與抽樣方法　33
　第五節 資料分析方法與工具　36
第四章結果分析與討論　43
　第一節 問卷回收與資料處理　43
　第二節 假設驗證　60
　第三節 線性迴歸模型驗證　65
第五章結論與建議　80
　第一節 研究結論　80
　第二節 研究貢獻　88
　第三節 研究限制與對未來研究的建議　90
參考文獻91
附錄一問卷101

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