自强的下岗女工,小林浩平,非攻神剑
name, credit line, type of card, annual fee and interest, to develop marketing strategies for the potential youth market. The important factors infl uencing credit card selection behaviour of college students were determined. Mathur and Moschis 40 studied the market of older Americans to understand their use of credit cards on the basis of expenditures, lifestyles and circumstances. Chan 41 identifi ed income as an important variable to infl uence the credit card usage rate. The research also indicated a positive relationship between the attitude of credit card holders and usage rate. Meidan and Dimitris 42 investigated the main dimensions and attributes that Greek card holders consider important while selecting a credit card or a charge card. These factors include convenience to use the card in Greece, security, economy, prestige and shopping abroad. Other studies are related to the manufacture of plastic cards, 43 affi nity cards, 44,45 retail credit cards 46 and other issues of card market that are not of relevance to this particular study. Thus, the review of existing knowledge shows that in the case of services, consumers depend more on personal sources of information rather than on nonpersonal sources of information in order to evaluate service product prior to purchase and to handle the perceived risk. The present study investigates whether supplementary services available with a credit card (as an external: nonpersonal source of information being offered by the marketer) help in reducing the perceived risk, especially in terms of functional risk and psychological risk that are identifi ed to be associated with the credit card purchase. It also analyses whether age and gender, as demographic factors, have any infl uence on consumers ’ perceptions of considering supplementary services as a means of reducing perceived risk. OBJECTIVES 1. To understand the perception of consumers regarding the role of supplementary services towards functional and psychological perceived risks associated with credit card services. 2. To understand the function of age and gender categories towards objective one. Objective 1 is to determine whether consumers can perceive the functional viability of the supplementary services offered with credit cards (functional risk) and also whether consumers can be satisfi ed with their credit card purchase decision based on supplementary services (psychological risk). Objective 2 is the extension of objective 1, where an attempt has been made to analyse the impact of age and gender on consumer perceptions of supplementary services towards functional and psychological perceived risks |
