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題名 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
作者 林福昱
Lin, Fu-Yu
貢獻者 蘇威傑
林福昱
Lin, Fu-Yu
關鍵詞 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
日期 2025
上傳時間 4-Aug-2025 14:15:13 (UTC+8)
摘要 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.
參考文獻 一、中文部分 玉山金控永續報告書。（2024）。 2023年永續報告書。https://www.esunfhc.com/zh-tw/esg/resource-center/report 永豐金控永續報告書。（2024）。 2023年永續報告書。https://www.sinopac.com/esg/tw/sustainability-report/ 星展銀行永續報告書。（2024）。 2023年永續報告書。https://www.dbs.com.tw/personal-zh/corporate-social-responsibilit.page 第一金控永續報告書。（2024）。 2023年永續報告書。https://csr.firstholding.com.tw/tc/csr_report.html 聯邦銀行永續報告書。（2024）。 2023年永續報告書。https://www.ubot.com.tw/esg_download 二、英文部分 Bettman, J. R., Johnson, E. J., & Payne, J. W. (1991). Consumer decision making. In T. S. Robertson & H. H. Kassarjian (Eds.), Handbook of consumer behavior (pp. 1–49). Prentice-Hall. Deci, E. L., & Ryan, R. M. (2000). The “what” and “why” of goal pursuits: Human needs and the self-determination of behavior. Psychological Inquiry, 11(4), 227–268. https://doi.org/10.1207/S15327965PLI1104_01 Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011, September). From game design elements to gamefulness: Defining “gamification”. In Proceedings of the 15th international academic MindTrek conference: Envisioning future media environments (pp. 9–15). ACM. https://doi.org/10.1145/2181037.2181040 Ellen, P. S., Wiener, J. L., & Cobb-Walgren, C. (1991). The role of perceived consumer effectiveness in motivating environmentally conscious behaviors. Journal of Public Policy & Marketing, 10(2), 102–117. https://doi.org/10.1177/074391569101000206 Governance for Sustainable Development: Five OECD Case Studies, OECD, Paris. Haws, K. L., Winterich, K. P., & Naylor, R. W. (2014). Seeing the world through GREEN-tinted glasses: Green consumption values and responses to environmentally friendly products. Journal of Consumer Psychology, 24(3), 336–354. https://doi.org/10.1016/j.jcps.2013.11.002 Hirsh, J. B. (2010). Personality and environmental concern. Journal of Environmental Psychology, 30(2), 245–248. https://doi.org/10.1016/j.jenvp.2010.01.004 Homer, P. M., & Kahle, L. R. (1988). A structural equation analysis of the value-attitude-behavior hierarchy. Journal of Personality and Social Psychology, 54(4), 638–646. https://doi.org/10.1037/0022-3514.54.4.638 Iyengar, S. S., & Lepper, M. R. (2000). When choice is demotivating: Can one desire too much of a good thing? Journal of Personality and Social Psychology, 79(6), 995–1006. https://doi.org/10.1037/0022-3514.79.6.995 Kassarjian, H. H. (1971). Personality and consumer behavior: A review. Journal of Marketing Research, 8(4), 409–418. https://doi.org/10.2307/3150220 Kivetz, R., & Simonson, I. (2002). Earning the right to indulge: Effort as a determinant of customer preferences for luxury over necessity rewards. Journal of Marketing Research, 39(2), 155–170. https://doi.org/10.1509/jmkr.39.2.155.19084 Kumar, V., & Reinartz, W. (2022). Customer relationship management: Concept, strategy, and tools (3rd ed.). Springer. Latham, G. P., & Locke, E. A. (2002). Building a practically useful theory of goal setting and task motivation: A 35-year odyssey. American Psychologist, 57(9), 705–717. https://doi.org/10.1037/0003-066X.57.9.705 McCall, M., & Voorhees, C. (2010). The drivers of loyalty program success: An organizing framework and research agenda. Journal of Retailing, 86(1), 35-45. https://doi.org/10.1016/j.jretai.2010.01.001 Milfont, T. L., & Sibley, C. G. (2012). The big five personality traits and environmental engagement: Associations at the individual and societal level. Journal of Environmental Psychology, 32(2), 187–195. https://doi.org/10.1016/j.jenvp.2011.12.006 Peattie, K. (2010). Green consumption: Behavior and norms. In J. M. Brewer & F. F. Trentmann (Eds.), The international encyclopedia of consumption and consumer studies (pp. 359-364). Routledge. Schwartz, S. H. (1992). Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries. In M. P. Zanna (Ed.), Advances in experimental social psychology (Vol. 25, pp. 1–65). Academic Press. Schwartz, S. H. (1994). Are there universal aspects in the structure and contents of human values? Journal of Social Issues, 50(4), 19–45. https://doi.org/10.1111/j.1540-4560.1994.tb01196.x
描述 碩士
國立政治大學
國際經營與貿易學系
112351014
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0112351014
資料類型 thesis
dc.contributor.advisor 蘇威傑zh_TW
dc.contributor.author (Authors) 林福昱zh_TW
dc.contributor.author (Authors) Lin, Fu-Yuen_US
dc.creator (作者) 林福昱zh_TW
dc.creator (作者) Lin, Fu-Yuen_US
dc.date (日期) 2025en_US
dc.date.accessioned 4-Aug-2025 14:15:13 (UTC+8)-
dc.date.available 4-Aug-2025 14:15:13 (UTC+8)-
dc.date.issued (上傳時間) 4-Aug-2025 14:15:13 (UTC+8)-
dc.identifier (Other Identifiers) G0112351014en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/158534-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description (描述) 112351014zh_TW
dc.description.abstract (摘要) 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。zh_TW
dc.description.abstract (摘要) 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.en_US
dc.description.tableofcontents 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 3 第三節 研究架構與流程 4 第二章 綠色信用卡之現況分析與文獻探討 6 第一節 綠色信用卡現況介紹 6 第二節 回饋機制文獻探討 12 第三節 DISC人格特質文獻探討 14 第四節 綠色消費價值觀文獻探討 16 第三章 研究方法 21 第一節 研究架構 21 第二節 研究設計 24 第三節 問卷設計 25 第四章 研究結果與分析 28 第一節 研究樣本 28 第二節 敘述性統計分析 29 第三節 信度分析 34 第四節 單因子變異數分析 35 第五節 迴歸分析 47 第五章 討論與結論 51 第一節 研究發現 51 第二節 管理意涵 54 第三節 研究限制與未來研究建議 58 參考文獻 62 一、中文部分 62 二、英文部分 62zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0112351014en_US
dc.subject (關鍵詞) 綠色信用卡zh_TW
dc.subject (關鍵詞) 回饋機制zh_TW
dc.subject (關鍵詞) 人格特質zh_TW
dc.subject (關鍵詞) 綠色消費價值觀zh_TW
dc.subject (關鍵詞) 綠色金融zh_TW
dc.subject (關鍵詞) Green credit carden_US
dc.subject (關鍵詞) Reward mechanismen_US
dc.subject (關鍵詞) Personality traitsen_US
dc.subject (關鍵詞) Green consumption valuesen_US
dc.subject (關鍵詞) Green financeen_US
dc.title (題名) 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zh_TW
dc.title (題名) The Influence of Reward Mechanisms, Personality Traits, and Green Consumption Values on Green Credit Card Application Intentionen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、中文部分 玉山金控永續報告書。（2024）。 2023年永續報告書。https://www.esunfhc.com/zh-tw/esg/resource-center/report 永豐金控永續報告書。（2024）。 2023年永續報告書。https://www.sinopac.com/esg/tw/sustainability-report/ 星展銀行永續報告書。（2024）。 2023年永續報告書。https://www.dbs.com.tw/personal-zh/corporate-social-responsibilit.page 第一金控永續報告書。（2024）。 2023年永續報告書。https://csr.firstholding.com.tw/tc/csr_report.html 聯邦銀行永續報告書。（2024）。 2023年永續報告書。https://www.ubot.com.tw/esg_download 二、英文部分 Bettman, J. R., Johnson, E. J., & Payne, J. W. (1991). Consumer decision making. In T. S. Robertson & H. H. Kassarjian (Eds.), Handbook of consumer behavior (pp. 1–49). Prentice-Hall. Deci, E. L., & Ryan, R. M. (2000). The “what” and “why” of goal pursuits: Human needs and the self-determination of behavior. Psychological Inquiry, 11(4), 227–268. https://doi.org/10.1207/S15327965PLI1104_01 Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011, September). From game design elements to gamefulness: Defining “gamification”. In Proceedings of the 15th international academic MindTrek conference: Envisioning future media environments (pp. 9–15). ACM. https://doi.org/10.1145/2181037.2181040 Ellen, P. S., Wiener, J. L., & Cobb-Walgren, C. (1991). The role of perceived consumer effectiveness in motivating environmentally conscious behaviors. Journal of Public Policy & Marketing, 10(2), 102–117. https://doi.org/10.1177/074391569101000206 Governance for Sustainable Development: Five OECD Case Studies, OECD, Paris. Haws, K. L., Winterich, K. P., & Naylor, R. W. (2014). Seeing the world through GREEN-tinted glasses: Green consumption values and responses to environmentally friendly products. Journal of Consumer Psychology, 24(3), 336–354. https://doi.org/10.1016/j.jcps.2013.11.002 Hirsh, J. B. (2010). Personality and environmental concern. Journal of Environmental Psychology, 30(2), 245–248. https://doi.org/10.1016/j.jenvp.2010.01.004 Homer, P. M., & Kahle, L. R. (1988). A structural equation analysis of the value-attitude-behavior hierarchy. Journal of Personality and Social Psychology, 54(4), 638–646. https://doi.org/10.1037/0022-3514.54.4.638 Iyengar, S. S., & Lepper, M. R. (2000). When choice is demotivating: Can one desire too much of a good thing? Journal of Personality and Social Psychology, 79(6), 995–1006. https://doi.org/10.1037/0022-3514.79.6.995 Kassarjian, H. H. (1971). Personality and consumer behavior: A review. Journal of Marketing Research, 8(4), 409–418. https://doi.org/10.2307/3150220 Kivetz, R., & Simonson, I. (2002). Earning the right to indulge: Effort as a determinant of customer preferences for luxury over necessity rewards. Journal of Marketing Research, 39(2), 155–170. https://doi.org/10.1509/jmkr.39.2.155.19084 Kumar, V., & Reinartz, W. (2022). Customer relationship management: Concept, strategy, and tools (3rd ed.). Springer. Latham, G. P., & Locke, E. A. (2002). Building a practically useful theory of goal setting and task motivation: A 35-year odyssey. American Psychologist, 57(9), 705–717. https://doi.org/10.1037/0003-066X.57.9.705 McCall, M., & Voorhees, C. (2010). The drivers of loyalty program success: An organizing framework and research agenda. Journal of Retailing, 86(1), 35-45. https://doi.org/10.1016/j.jretai.2010.01.001 Milfont, T. L., & Sibley, C. G. (2012). The big five personality traits and environmental engagement: Associations at the individual and societal level. Journal of Environmental Psychology, 32(2), 187–195. https://doi.org/10.1016/j.jenvp.2011.12.006 Peattie, K. (2010). Green consumption: Behavior and norms. In J. M. Brewer & F. F. Trentmann (Eds.), The international encyclopedia of consumption and consumer studies (pp. 359-364). Routledge. Schwartz, S. H. (1992). Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries. In M. P. Zanna (Ed.), Advances in experimental social psychology (Vol. 25, pp. 1–65). Academic Press. Schwartz, S. H. (1994). Are there universal aspects in the structure and contents of human values? Journal of Social Issues, 50(4), 19–45. https://doi.org/10.1111/j.1540-4560.1994.tb01196.xzh_TW