近年來，由於信用卡及現金卡的普及導致許多信用卡呆帳及年輕人卡債等種種的問題。而VISA國際組織在2000年時，於台灣發行了第一張借記卡(Debit Card)，也稱為VISA金融卡，一張存提款卡同時結合了信用卡的高度便利的功能，提倡著有多少的儲蓄才能進行多少的消費理念，在卡債風暴後，也漸漸被人們所接受，並在年輕人族群中漸漸成為消費的一種新選擇。
本研究針對台北地區大專院校學生為研究對象，進行借記卡的使用經驗調查，並以結構方程式模型(Structural Equation Model)分析其借記卡使用經驗對於顧客滿意度及顧客忠誠度影響之分析，發現以下結論: (一) 大專院校學生的年級、每個月可支配所得及擁有的借記卡數對於每個月使用借記卡消費金額有正向影響。(二) 商管學院的學生對於借記卡使用經驗也較其他學院學生更為積極。 (三) 大專院校學生借記卡使用經驗對於顧客滿意度有顯著正向之影響。 (四) 大專院校學生使用借記卡之顧客滿意度對於顧客忠誠度具有顯著正向之影響。
根據結論，本研究建議大專院校可以將理財知識及基本卡片認知加入大專院校學生必修課程，而金融機構可以鎖定不同年級學生規畫出不同行銷策略來提升借記卡的使用。
關鍵

In recent years, due to the popularity of credit cards, it has caused a lot of problems, such as the card debts of young people and card debts. In 2000, the VISA International in Taiwan released the first debit cards. It was also known as VISA debit card which means a plastic card with the functions of both bank card and credit card. The limitation of credit debit card is based on savings in your bank account. With the acceptance of debit card, it becomes a new choices of the young people.
This study aims to explore the debit card usage behavior, with the targets of the college students in Taipei city. Structural equation model was adopted to analyze the effect of debit card usage behavior on customer satisfaction and customer loyalty. The main findings in this study are: (a) The student grades, the monthly disposable income, and the debit card numbers ones own are positively correlated to the frequency and the spending amount of debit cards. (b) Students from business management school are more active in using debit cards than other college students. (c) The customer satisfaction of the debit card users is positively correlated to the debit card usage behavior of college students. (d) The loyalty of the debit card users is positively correlated to the customer satisfaction.
Based on the results of this study, universities are suggested to add courses related to basic financial knowledge and the card cognitive compulsory as the obligatory courses. In addition, financial institutions can plan different marketing strategies for different graders to enhance the use of debit cards.

目錄
中文摘要......................................................................................................................... i
Abstract ......................................................................................................................... ii
表目錄............................................................................................................................ v
圖目錄.......................................................................................................................... vii
第壹章 緒論 ................................................................................................................. 1
第一節 研究背景與動機.......................................................................................... 1
第二節 研究問題與目的.......................................................................................... 3
第貳章 文獻回顧 ......................................................................................................... 4
第一節 借記卡.......................................................................................................... 4
第二節 顧客滿意度.................................................................................................. 7
第三節 顧客忠誠度.................................................................................................. 9
第参章 研究方法 ....................................................................................................... 13
第一節 研究假設.................................................................................................... 13
第二節 問卷設計與變數定義................................................................................ 15
第三節 結構方程式................................................................................................ 19
第肆章 研究結果與分析 ........................................................................................... 26
第一節 人口統計變數分析.................................................................................... 26
第二節 變異分析.................................................................................................... 30
第三節 信度分析.................................................................................................... 35
第四節 測量模式建構與驗證性因素分析............................................................ 37
第五節 研究假設之驗證........................................................................................ 50
第伍章 結論 ............................................................................................................................ 58
參考文獻...................................................................................................................... 61
附錄.............................................................................................................................. 64
附錄一:問卷 ................................................................................................................ 64
iv
附錄二: 問卷前測信度析表 ...................................................................................... 66

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