近幾年來台灣的金融市場逐漸走向自由化和國際化，民眾開始接受使用信用卡。本研究以年費和循環信用利息為成本屬性構面，彈性刷卡額度、發卡銀行承擔冒用損失風險、旅遊平安險和累積消費回饋為利益屬性構面，來探討此六個產品個別屬性對消費者申請信用卡意願之影響。結果發現，對消費者申請信用卡意願影響程度的多寡依序為：年費＞彈性刷卡額度＞循環信用利息＞旅遊平安險＞累積消費回饋＞發卡銀行承擔冒用損失風險，且對年費此單一產品屬性的重視程度仍勝過綜合其他產品個別屬性，亦即消費者寧可沒有其他的產品個別屬性，也不願意申請需繳交年費之信用卡，可見現行信用卡之免年費趨勢確實相當顯著。由三種不同市場區隔模式中可得知，重視信用卡產品個別屬性的消費者類型皆不同，因此發卡銀行並不能對整體消費者進行單一相同的的信用卡促銷方式，必須區隔不同類型的消費者，對不同區隔集群加強其重視的產品個別屬性，以達到事半功倍的效果。 / The Impact of Product Attribute in Aspects of Cost and Benefit to Consumer Behaviors --A Conjoint Approach to the Application of Credit Cards The recent trend of internationlized financial market in Taiwan has prevailed the acceptability of credit cards with general consumers. The research is based on two aspects of product attributes to define the impacts in willingness of new cardholders, namely, COST, which will focus on “annual charge”and “credit interest”, and BENEFIT, which will focus on “flexible credit allowance”, “issue bank's undertaking the risk of losing cards”, “the attached travel insurance”and“the reward policy accumulated consumption”. As the result of this research, the impacts of the above factors have been showed in the rank from strong to weak as following: 1.Annual charge 2.Flexible credit allowance 3.Credit interest 4.The attached travel insurance 5.The reward policy accumulated consumption 6.Issue bank's undertaking the risk of losing cards The research has also found that consumers pay even more attention to annual charge than the combination of the other individual product attributes--consumers can accept the absence of all the other attributes but are unwilling to apply credit cards with annual charges. It has highly demonstrated the outstanding of strategic free annual charge. From the applied three different market segments, the results tells that different consumer types have different focuses of product attributes. Therefore, the issue bank has to promote according to the understanding of different segments, and demonstrte on the specific individual attributes in order to achieve the best performance.