交通与零售多功能智慧卡持卡动机与使用特性之行销区隔分析Market.DOCVIP

交通與零售多功能智慧卡持卡動機與使用特性之區隔分析Discrimination Analysis in Holding Motivation and Usage for Transportation and Retail Multi-function Smart Cards 黃國平、丁筱珊國立成功大學電信管理研究所副教授 2國立成功大學電信管理研究所碩士，技嘉科技網通事業群專案管理專員摘 要 本研究針對國際上常見的「交通」與「零售」通路，台灣選擇市場最普遍的交通應用「悠遊聯名卡」與零售應用「i-CashWave Q-PAY」進行多功能智慧卡使用動機與特性之區隔分析，作為市場推廣行銷的參考。研究發現「悠遊聯名卡」持卡人顯著較注重「生活便利動機因素」及「規避風險動機因素」，而「i-CashWave Q-PAY」持卡人顯著較注重「促銷優惠動機因素」，至於另兩個因素「新奇炫耀動機因素」、「個人或家庭理財動機因素」則差異不顯著。在多功能智慧卡的使用強度上，「悠遊聯名卡」持卡人顯著強過「i-CashWave Q-PAY」持卡人；此外在婚姻與職業上，兩類持卡人之差異達0.1的顯著水準現階段「悠遊聯名卡」持卡人以單身為多，並有相當比例的學生持卡族群。關鍵字：通、多功能智慧卡、持卡動機、使用特性、區隔分析 ABSTRACT This paper chose the most popular two channels in smart cards promotion to make relevant comparison for the purpose of market segmentation. The transportation use-the Easy Cash and the retail use-the i-CashWave Q-PAY are the most popular two representatives in Taiwan and were chosen for the study. It was found that the holders of Easy Cash pay more attention on the factors of convenience in lives and avoidance of risk. The holders of i-CashWave Q-PAY pay more attention on the factor of promotion and discount. As for the other two motivation factors, novelty and show off and personal or family finance reason, no significant difference was observed. In addition, marriage status and occupation were the two social demographic variables causing significant difference in the two groups of card holders. The holders of Easy Cash have higher ratio to be single and more of students. Keywords: Place, Multi-function Smart Card, Holding Motivation, User Characteristics, Discriminant Analysis 壹、前言 多功能智慧卡發展近況 金融服務朝向行動銀行(Mobile Banking)發展的趨勢，帶動了電子貨幣(e-cash)及電子錢包(e-wallet)的付款方式並驅動了智慧卡的發展(Fletcher, 1999)。2005年底的Card Technology Today指出年全球卡片生產利潤有82.1%來自智慧卡(Card Technology Today, November/December 2005)，預計2008年可發卡30億張(Card Technology Today, June 2004) 且，顯示智慧卡將快速取代傳統磁條卡。全球晶片技術革新正帶動大規模的產業變遷，建立新的市場典範，成員相互融合，且明顯整合金融、資訊及娛樂服務(Allen Kutler, 1997)；大環境趨勢朝向無現金(Cashless)、非接觸的付款方式發展(Card Technology Today, September 2004)，而早在1996年Millett and