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图3-14 更换信用卡原因（不同持卡客群）
图3-14 更换信用卡原因（不同持卡客群）
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所属报告：
金融数字化发展联盟：2025消费金融数字化转型主题调研报告（162页）.pdf
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人工服务/自助服务体验更好48.0% 额度更高31.6% 积分兑换更实用/可兑换比例高27.2% 在该银行有其他产品，享受一站式服务&4 4% 借贷方便，如自动分期、便于申请消费贷等 用卡安全保障更全面23.2% 分期或借贷利率或费用更低22.3% 喜欢该银行如品牌形象好、KOL推荐等18.4% 有独特或稀缺权益，很难被替代17.0% 卡面更漂亮14.9% 之前有不好的用卡体验7.2% 多卡用户会多方面权衡用卡价值，他们在做出更换常用卡的决策时，对人工服 务/自助服务体验更好（49.7%）、新卡优惠活动更有吸引力（38.7%）、“额度更高” （32.0%)等核心动因的关注度均高于单卡用户，在用卡安全和卡片等方面的关注度 低于单卡用户。说明其因持有多张卡片，对“服务差异化、权益丰富度”的比较意 识更强，换卡决策更趋“服务体验”导向。
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金融数字化发展联盟：2025消费金融数字化转型主题调研报告（162页）.pdf
图[3-137>
图3-136
图3-135对“理财/储蓄达标赠信用卡消费金”活动的反馈
图3-134促使信用卡客户在一家银行办理储蓄卡的因素（收入）
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2026-07-20
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