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| Title: | 回饋機制、人格特質與綠色消費價值觀對綠色信用卡申辦意願之影響研究
The Influence of Reward Mechanisms, Personality Traits, and Green Consumption Values on Green Credit Card Application Intention |
| Authors: | 林福昱
Lin, Fu-Yu |
| Contributors: | 蘇威傑
林福昱
Lin, Fu-Yu |
| Keywords: | 綠色信用卡
回饋機制
人格特質
綠色消費價值觀
綠色金融
Green credit card
Reward mechanism
Personality traits
Green consumption values
Green finance |
| Date: | 2025 |
| Issue Date: | 2025-08-04 14:15:13 (UTC+8) |
| Abstract: | 綠色信用卡作為結合支付功能與環保理念的金融創新產品，逐漸受到關注。透過將消費行為與永續行動連結，綠色信用卡被視為引導綠色生活方式的重要工具。然而，儘管台灣已有多家銀行推出綠色信用卡，實際市場滲透率仍有限。現有研究大多聚焦於產品設計與制度面探討，對於消費者心理特質如何影響其對綠色金融商品的接受程度，尚缺乏系統性驗證，特別是在綠色信用卡的行銷情境下，缺少人格特質與綠色價值觀共同作用之實證分析。
本研究以三種不同回饋機制之綠色信用卡文宣為操弄變項，並透過線上問卷發放，探討受測者閱讀不同文宣後之申辦傾向差異，並結合 DISC 人格模型與綠色消費價值觀作為分析因素。最終共回收181份有效樣本，透過敘述統計、信度檢驗與單因子變異數分析進行實證分析。
研究結果顯示，消費者人格特質對其綠色消費價值觀之認同與對綠色信用卡的申辦意願均具顯著影響。相較之下，回饋機制本身未能在整體上有效提升申辦傾向，反映出行銷訊息設計若未觸及個體內在心理特質，可能難以驅動實際行動。不同人格類型的消費者在對環境議題的關注程度與產品接受傾向上展現出明顯差異，顯示其在推廣綠色金融中的關鍵角色。因此欲提升綠色金融商品的市場接納度，不能僅依賴誘因設計，亦須從人格與價值觀出發，建立與目標客群心理動機相符的溝通策略。
Although green credit cards, which integrate payment functions with environmental concepts, have been launched in Taiwan, their market penetration remains limited. This study addresses a research gap by examining how consumers' psychological traits—specifically personality and green consumption values—influence their application intention.
Using an experimental design, 181 participants were randomly assigned to one of three reward mechanism scenarios. The results, analyzed via ANOVA, indicate that while the reward mechanism design had no significant overall effect, consumer personality traits strongly and significantly influenced both their green consumption values and their application intention.
This suggests that to enhance the market acceptance of green financial products, marketing strategies should shift from a focus on incentive design to a persona-driven approach that aligns with the psychological motivations of different consumer segments. |
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| Description: | 碩士
國立政治大學
國際經營與貿易學系
112351014 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0112351014 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營與貿易學系 ] 學位論文
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