信用卡體驗行銷對辦卡意願之影響

The Impact of Experience Marketing on the Willingness of Applying a Credit Card

信用卡為目前大眾支付工具中不可或缺的其中一項，根據金管會報告顯示，目前流通卡數為5,778萬張信用卡，由此可見信用卡與消費者日常生活密不可分，也因辦卡量的穩定成長，信用卡成為金融業重要推行的業務，更是成為各家銀行競爭的項目之一。隨著時代的變遷、網路科技的進步，以及對於金融商品的需求同樣地與日俱增，體驗行銷(Experiential Marketing)不僅取代傳統行銷的功能效益，更重視感官、情感、認知、行為和關聯的統合體驗，為本研究之理論基礎，本研究欲探討信用卡之體驗行銷與辦卡意願之間的相關性，以及不同人口統計變項之顧客在顧客辦卡意願的差異情形，並進一步驗證體驗行銷對辦卡意願之影響。
本研究採用網路問卷調查法，以抽樣方式共發放正式問卷112份，並使用SPSS進行結果分析實證，研究結果顯示，體驗行銷對辦卡意願有正向顯著影響。透過深入探討此研究所彙整之資料，希望為發卡銀行提供有價值的資訊及建議，作為未來信用卡行銷策略上之參考。

Credit cards are one of the indispensable payment tools for the current public. According to a report from the Financial Supervisory Commission, there are currently 57.78 million credit cards in circulation. This shows that credit cards are inseparable from consumers' daily lives. Experiential marketing not only replaces the functional benefits of traditional marketing, but also pays more attention to the integrated experience of senses, emotion, cognition, behavior and associated experience. Experiential marketing is the theoretical basis of this study and verify the impact on the willingness of applying a credit card based on different demographic variables. This study adopts the online questionnaire and issues a total of 112 questionnaires. We use SPSS results to analyze the evidence. The research results show that experiential marketing has a positive and significant impact on the willingness of applying a credit card.