Different Types of Consumers' Perception on Credit Card Penalty Fee in Taiwan

• Main Authors: Kang, Pei-Hsuan, 康培萱
• Other Authors: Huang, Jen-Hung
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/08719702744972925627

碩士 === 國立交通大學 === 管理科學系所 === 100 === This study aimed to explore the perception differences between different types of credit card holders in Taiwan, who are imposed penalty fee by credit card companies. And whether different loyalty and different relationship strength affect the perception of the consumer after being imposed penalty fee. In addition, finding out that if there is any significant difference between the perceptions on penalty fee of different types of consumers after priming methodology is also what we want to realize in the study. After sending out the situational questionnaires in the internet, we use the Descriptive Statistics, T test and ANOVA test to examine whether the truth meets the hypothesis. The results show that: 1.Consumers of collectivism will perceive a higher degree of unfairness and unwillingness to pay for penalty than consumers of individualism. 2.There is no significant perception difference between the customers that have the different loyalty. The Descriptive Statistic shows that perception of unfairness and unwillingness to pay for the penalty will be greater for the customers who are less loyal than others. 3.The influence of relationship strength on unfair perception and unwillingness to pay will be greater for consumers of collectivism than for consumers of individualism. 4.Priming the same value (collectivism or individualism) in collectivism consumers and individualism consumers will induce the same unfairness perception and unwillingness to pay. 5.Priming collectiveness among individualism consumers will increase unfairness perception and unwillingness to pay. Priming individualism among collectivism consumers will decrease unfairness perception and unwillingness to pay.