The Influence Of Product Usage Frequency, Product Prices, And Disclosures Of Bills On Consumers’ Credit Card Installment Payment Emotions.
碩士 === 輔仁大學 === 企業管理學系管理學碩士班 === 100 === It is very common that sellers of many products allow consumers to pay by installment. Prior research about installment or credit usually focused on large bills and may not clearly explain why some consumers would like to use installment on small or mediu...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2012
|
| Online Access: | http://ndltd.ncl.edu.tw/handle/83594079426296168798 |
| Summary: | 碩士 === 輔仁大學 === 企業管理學系管理學碩士班 === 100 === It is very common that sellers of many products allow consumers to pay by installment. Prior research about installment or credit usually focused on large bills and may not clearly explain why some consumers would like to use installment on small or medium bills. This study explores the effects of different products frequency of use, product prices, and disclosures of bills on consumers’ payment emotions after transactions. In this research, 311 subjects participated in the 2*2*2 between subject experimental design. We used ANCOVA to test the hypotheses. The findings suggest that low frequency of product use and high price had negative effects on the payment emotions. Credit and debt attitude and retention time of money value had some moderating effects. Marketing implications and future research directions are also provided.
|
|---|