為迎接行動商務、電信資訊及傳播科技匯流之數位環境，金融服務逐漸朝向行動銀行的發展；隨著大環境已朝向無現金的方式付款，悠遊卡已突破有一千萬張，而7-Eleven推出的i-Cash卡將近五百萬張；但相對具有信用卡、電子錢包、與悠遊卡交通票證等整合功能的「多功能智慧卡」持卡比率郤明顯偏低；由此可知業者對目前的市場不了解，行銷人員若可以找出讓消費者購買物品的動機，便可刺激消費者使用或購買的意願(Rook, 1987，Kotler, 2007，張悅容，2002)；研究消費者使用多功能智慧卡的動機為何，業者可針對不同消費者的動機提供誘因，來吸引更多的消費者辦卡。
智慧卡在各產業中主要的領域為交通業及零售業，從中挑選出悠遊聯名卡及i-CashWave Q-PAY作為研究主體，首先透過因素分析萃取出使用動機因素，並以動機因素進行集群分析以區隔市場，尋求不同區隔族群之差異，利用判分析比較持卡人與未持卡人及悠遊聯名卡與i-CashWave Q-PAY之差異，以擬定差異化之行銷策略。
研究工具為消費者問卷調查內，共發放了392份問卷，回收373份，有效問卷為340份。未持卡者222份，持有多功能智慧卡共有118份--持有悠遊聯名卡者81份、持有i-CashWave Q-PAY者23份、兩者皆有14份。研究結果如下：
多功能智慧卡之使用動機萃取出五個因素：生活便利、新奇炫耀、個人或家庭理財、促銷優惠、規避風險。以動機因素為區隔變數得四個區隔：隨波逐流的消費族群、理財生活型態族群、酷愛方便的行動族群、多功能偏好族群，消費族群顯著的區隔變數為：年齡、職業、每月所得。持卡及未持卡人在動機因素、產品強度、目標族群，及消費者的年齡、職業、每月所得具有顯著差異。持有悠遊聯名卡與i-CashWave Q-PAY在動機因素、產品強度，及消費者的婚姻狀況、每月所得具有顯著差異。
行銷策略建議如下：隨波逐流的消費族群屬於衝突市場應，採取維持策略。理財生活型態族群屬於無效市場，應採取放棄策略。酷愛方便的行動族群屬於現有市場，應採取市場滲透策略；行銷主要訴求應著重生活便利。多功能偏好族群屬於潛在市場，應採取市場開發策略；行銷主要訴求著重在多功能智慧卡整合多樣的功能。

To keep up with the trend in the digital environment of technology convergence, traditional banks provide mobile banking service. Cashless payment is becoming a main stream at this moment while more than 10 million Easy Cards and 5 million i-Cash are issued. Relatively, multi-function smart cards are under issued, since they are integrated multiple functions. For this reason, banks have no idea about the current market, if marketing can find out what motivations customers purchase goods, they can stimulate customers’ purchase intention(Rook, 1987，Kotler, 2007，Chang，2002). Through using inducing factors based on different customer’s motivations, banks can easily attract more customers to use multi-function cards.
Two kinds of dominating smart cards in Taiwan were selected for analysis, which were Easy Cash and i-CashWave Q-PAY primary for transportation use and retail use respectively. Factor analysis is for find out motivation factors so as to do cluster analysis for market segmentation. Banks, therefore, can conduct differentiating marketing strategy.
By customer questionnaires, 392 questionnaire was distributed, 373 was returned back and 340 was valid and used to do further analysis. 222 people didn’t hold a multi-function card and 118 held it, including 81 holding Easy Co-branded card, 23 holding i-CashWave Q-PAY, and 14 holding both of two.
It was found that 5 motivation factors are convenience for life, novel and conspicuous, promotion and premium and risk avoidance. Consumers could be clustered in four groups with five motivation factors, including indecisive group, finance-oriented group, convenience-oriented group and multi-function preference group. Segmentation variables of different groups are ages, occupation and monthly income. There are significant differences of holding or not-holding multi-function cards in motivation factors, product intensity, target audience, and customer’s age, occupation and monthly income. Significant differences of Easy Co-branded card and i-CashWave Q-PAY are motivation factors, product intensity and customer’s marital status and monthly income.
Indecisive group belongs to conflict market and maintenance strategy is suggested. Finance-oriented group belongs to futile market and retrench strategy is suggested. Convenience-oriented group belongs to existing market and market penetration strategy is suggested with marketing focused on convenience for life factor. Multi-function preference group belongs to potential market and market development strategy is suggested with marketing focused on multi-function integrated advantages.

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網站部份
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