A Study of Perceived Risk and Consumption Decision for Credit Card Holder

• Main Authors: yang chi yen, 楊季妍
• Other Authors: li chüan hung
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/09318356957178583718

碩士 === 亞洲大學 === 國際企業學系碩士班 === 95 === The contribution of this study is to understand the credit card holder according to consumption and financial situation under risk perception; therefore, if we can analyze the perceived risk factors and understanding the consuming decision of the card holder, the results of this study will making policy implication for the Ministry of Finance. First, this research is based on the factor analysis to study the credit card holder in the cognition factor of the perceived risk. Second, it based on the factor of perceived risk separating the credit card consumption market by clustering analysis, and applied the crosstabs analysis to inquire into the difference of perceived risk on each cluster between the perceived value and consuming characterization. Third, it is based on the perceived risk of the clusters and the consumer’s type, to apply the two-way ANOVA study to study the main effect and the cross effect on the factors of the market compartment with credit card consuming in the perceived value on the consumer and the decision intention; Then, it applied the regression analysis to study the influence factors of credit card holder consuming decision. The results of this study indicate: (1) "Payment convenience" have the greatest variance with the most credit card holder attention, identified for the convenience of credit card payment market in the largest core. (2) A cluster analysis identified three perceived risk clusters, and it was informed that the "risk aversion" is the largest number of clusters, the most important market segment. (3) Cluster and the perceived risk of the type of credit card holders perceived value of the cross is significant effect. (4) High income, and they purchase and use of revolving credit card holders who have a higher amount of credit card spending. (5) Vietnam acknowledged the "payment convenience" and "over-consumption" and more do not agree that "information security" consumers, consumer credit amount will be higher. (6) "Risk neglected cluster" of consumer credit card holders in the amount of more than the "risk aversion cluster" and "risk wavering cluster."