This study used 853 samples from northern area, middle area and southern area in Taiwan by hierarchal sampling method to explore consumer behaviors in banks.

• 摘要本研究系采分层便利取样，在北、中、南三区各抽取300名银行消费者，探讨其银行消费行为，实得有效样本853份，有效问卷回收率达94.；7%25。