以計劃行爲理論探討消費者使用塑膠貨幣預借現金意圖之影響要素

Exploring Influential Factors on Consumer Intentions to Use Cash Cards Based on the Theory of Planned Behavior

10.6626/MR.2008.8.05

陳亭羽(Ting-Yu Chen)；吳父鄉(Fu-Hsiang Wu)；施麗琴(Li-Chin Shr)

塑膠貨幣預借現金 ； 計劃行為理論 ； 情感態度 ； 主觀規範 ； 服務便利性 ； Cash cards ； Theory of Planned Behavior ； Affective Attitude ； Subjective Norm ； Service Convenience

管理研究學報

8卷（2008 / 12 / 01）

107 - 137

繁體中文

塑膠貨幣預借現金是與卡片結合並提供消費者便利性的貸款。在無擔保消費性的貸款中，因為其具有申辦簡便、核卡迅速、24小時資金取得便利等優點，故縱然利率最高，仍受到借款者之青睞。但民眾在實際申辦前，難免會考量到自我態度、規範群體意見、整體社會價值觀、與便利性等要素。因此，本研究以計劃行為理論之三構面推導假設消費者本身的情感態度、規範群體事前涉入的影響力、社會影響之易感受性、參考群體、服務便利性等變數和其使用塑膠貨幣預借現金的意圖有顯著相關，並且進一步分析消費者使用塑膠貨幣預借現金的意圖與實際行為之顯著性。本研究採用問卷發放的方式進行實證性研究，並以20-49歲的民眾列為本研究之訪問對象，並在台灣的北部地區，以便利抽樣的方式發放484份問卷，有效回收率87.4%。本研究結果得知消費者的情感態度、規範群體事前涉入的影響力、衝動購買行為、使用後便利性等會對消費者使用塑膠貨幣預借現金的意圖有正向顯著之影響；申辦前便利性則會對消費者使用塑膠貨幣預借現金的意圖有負向顯著之影響；而消費者的行為意圖，的確會影響其實際使用塑膠貨幣預借現金的行為。

Cash cards provide convenient loan services to customers. Because of the convenient and quick application, even though the high rate, borrowers still favor this kind of load. However, people will consider self attitude, colony opinion, society value system, and facility before they actually apply for cash cards. Therefore, according to the Theory of Planned Behavior, this research deduces that consumers' self affections, the influence of norm colony's before acting involve, feeling of society influence, reference groups, and facility have significant influences on customers' intention of using cash cards. Moreover, it further influences consumers' actual behavior on using cash cards. This research conducts the empirical study through questionnaire survey and the target group is designated as 20-49 years-old people. Questionnaire survey was implemented in north Taiwan, using convenience sampling, and 484 copies were collected. Valid retrieving rate is 87.4%. The analysis results indicate that consumer attitude, the influence of norm colony's before acting involve, impulse buying, usage facility have significant positive influences on intention to use cash cards. However, application facility has significant negative influence on behavioral intention. Consumer intention influences the consumption behavior of cash cards indeed.

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