由於信用卡種類繁多，提供消費者多元化的選擇，因之消費者往往依據個人需求 及生活型態來選擇信用卡。此外，發卡銀行的服務、訂價、促銷等因素，也會影響消費者的 選擇。因此本研究將以消費者生活型態變數為市場區隔基礎，使用多元尺度法，對消費者作 有效之區隔，以分析不同區隔市場消費者特性及消費者對信用卡的偏好。 本研究以臺北及高雄地區的消費者為研究對象，經由二十四個生活型態變數，萃取出消費者 七個生活型態構面，然後以此七個生活型態構面，區隔出三個不同類型的消費群，並檢定出 各區隔，在生活型態及人口統計特徵，具有顯著差異存在。 在消費者對信用卡偏好方面，本研究發現各區隔市場，對各類別信用卡的偏好程度的確有顯 著不同。

　　　　　There are many different types of credit cards, giving the consumers a wide range of choice, so the consumers can choose the credit card according to their personal demands and their life style. Besides, the service, the pricing policy, the marketing activity of the issue banks may also influence the consumers' choice. So in this study we use the consumers' life style as the variable of market segmentation, and through the multiple dimension scaling method, to segment the consumers. Thus we can analyze the consumers' characteristics of different market segments, and understand the consumers' preference to credit card. Through observing the consumers in Taipei and Kaohsiung, we get seven life style variables. Then, according to these life style variables the consumers are segmented into three different types. We find that among the variables, there is a great different in the life style and in the characteristic of demography. As to the consumers' preference to the credit cards, we find from this paper that the consumers of each market segment have different preference degrees to different credit cards.