A Study on the Consumer Behavior of Credit Card Installment Payment

• Main Authors: TSAI-TAO CHEN, 陳才道
• Other Authors: Ph.D. Shu - Fang Liu
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/28628445475797243581

碩士 === 國立高雄應用科技大學 === 國際企業系 === 99 === In this time of constant change, the domestic credit card market is highly competitive, thus customers demand higher service quality and better product features to bank credit card accordingly. In the past, the banks were focused on the volume of circulation; and now they are more concentrating on expense channels with credit card and cooperating with co-signed stores to provide the installment payment service in order to increase transaction volume.This study focuses on the effect of customer's money attitudes, financial literacy, and impulsive buying on the purchase intension to use installment payment. The participants are twenty years old and above adults from C bank, all samples had experience to pay on credit card installment plan. We interviewed these customers from north, middle and south of Taiwan by questionnaire and obtained effective questionnaire 200. We use SPSS statistical software for data analysis. Conclusions can be summarized as: Consumer’s money attitudes and their preference to pay by credit card installment are positive correlation; which means people who take money more serious have higher inclination to pay by credit card installment.Between consumer’s financial literacy and preference to pay by credit card installment, it also has significant positive relation Which means the customer who take financial management more serious have higher inclination to pay by installment plan. Also, impulsive buying tendency and preference to pay by credit card installment are positive correlation; the result tells us that if people get higher score in impulsive buying tendency, they will choose to pay by credit card installment more likely. Obviously, the market of credit card installment will be more and more competitive. Banks could cooperate with channels to offer non handling charge rate for credit card installment. It not only reduce consumer’s economic burden but also increase their inclination to pay by installment plan. The function of managing finances intelligently through credit card would be developed.