以計畫行為理論探討權益切換卡之辦卡與使用意願

Abstract

相較於一般信用卡，權益切換卡強調持卡人可依不同消費情境切換回饋方案，雖提高產品彈性與個人化程度，亦同時增加消費者之理解成本與操作負擔。因此，本研究以計畫行為理論為基礎設計調查問卷，探討消費者對權益切換卡之辦卡意願與使用意願。本研究採網路問卷方式蒐集438 份有效樣本，其中未持有權益切換卡者 51 人，已持有權益切換卡者 387 人。整體而言，受訪者主要集中於 21 至 50 歲之間，顯示樣本多為具有信用卡使用能力與消費決策經驗之族群。在信用卡持有情形方面，以持有 2 張信用卡者最多，共 153 人，占 34.93%。另就持有權益切換卡張數觀察，持有 1 張者最多，共 181 人，占 41.32%。若以受訪者實際勾選之卡片類型觀察，持有國泰 CUBE 卡者最多，共 263 人，占 60.05%；其次為台新 Richart 卡，共 196 人，占 44.75%；持有玉山 Unicard 者為 107 人，占 24.43%。 實證結果顯示，態度與知覺行為控制對未持卡者之辦卡意願及已持卡者之使用意願皆具有顯著正向影響，顯示消費者對產品之正向評價，以及其對自身理解與操作能力之判斷，均為影響權益切換卡接受與使用的重要因素。主觀規範方面，其對已持卡者之使用意願具有顯著正向影響，但對未持卡者之辦卡意願未達顯著水準，顯示社會影響在不同使用階段下之作用可能有所差異。此外，主觀規範對態度具有顯著正向影響，且態度在主觀規範與行為意願之間具有中介效果；其中，未持卡者呈現完全中介，已持卡者則呈現部分中介。 綜合而言，本研究結果支持計畫行為理論應用於權益切換卡情境之適用性，並指出辦卡意願與使用意願不宜混為一談。實務上，金融機構除應強化產品價值溝通外，亦須降低權益規則之理解與操作負擔，並針對未持卡者與已持卡者設計差異化之產品溝通與使用引導策略。

Compared with conventional credit cards, Rewards Category Switch Cards allow cardholders to adjust reward programs according to different consumption scenarios. Although this product design enhances flexibility and personalization, it may also increase consumers’ cognitive costs and operational burden. Therefore, based on the Theory of Planned Behavior, this study designed a questionnaire to examine consumers’ application intention and usage intention toward credit cards with switchable rewards. This study collected 438 valid responses through an online questionnaire. Among the respondents, 51 had not held any credit card with switchable rewards, while 387 had already held at least one such card. Overall, the respondents were mainly between 21 and 50 years old, indicating that most participants possessed the ability to use credit cards and had experience in consumption decision-making. Regarding credit card ownership, the largest group consisted of respondents holding two credit cards, with 153 respondents accounting for 34.93% of the sample. In terms of the number of credit cards with switchable rewards held, respondents holding one such card formed the largest group, with 181 respondents accounting for 41.32%. Based on the card types selected by respondents, Cathay United Bank CUBE Card was the most commonly held card, with 263 respondents accounting for 60.05%, followed by Taishin Richart Card, with 196 respondents accounting for 44.75%, and E.SUN Unicard, with 107 respondents accounting for 24.43%. The empirical results show that attitude and perceived behavioral control have significant positive effects on both the application intention of non-cardholders and the usage intention of cardholders. This indicates that consumers’ positive evaluations of the product, as well as their perceived ability to understand and operate it, are important factors influencing the acceptance and use of credit cards with switchable rewards. Regarding subjective norm, it has a significant positive effect on the usage intention of cardholders, but its effect on the application intention of non-cardholders is not significant. This suggests that the role of social influence may vary across different stages of product use. In addition, subjective norm has a significant positive effect on attitude, and attitude mediates the relationship between subjective norm and behavioral intention. Specifically, a full mediation effect is found among non-cardholders, whereas a partial mediation effect is found among cardholders. In summary, the findings support the applicability of the Theory of Planned Behavior in the context of credit cards with switchable rewards, and indicate that application intention and usage intention should not be treated as the same concept. From a practical perspective, financial institutions should not only strengthen the communication of product value, but also reduce the cognitive and operational burden associated with reward rules. Furthermore, differentiated communication and usage guidance strategies should be developed for non-cardholders and cardholders respectively.