| Summary: | 碩士 === 中原大學 === 國際貿易研究所 === 101 === As internet services become well-developed, virtual marketing has being a valuable distribution channel these days. Consumers gradually change their shopping behavior because of the online marketing.
In order to realize that whether the service quality of a website would impact consumers to apply a credit card online but not in a real bank, this study bases on service quality of a website and demographics, with reviewing lectures, to analyze the impact of consumers’ intention to apply a credit card online. And what would be happened when there is perceived risk.
This study takes service quality of a website and demographics to be independent variables, the intention of apply a credit card online application to be a dependent variable, and perceived risk to be a moderator variable. By using hierarchical regression to analyze whether there is any relation or connection between these variables.
This study shows that there is no relation between demographics and the purpose of apply a credit card online; however, the service quality of a website will impact consumers to apply a credit card online. Also, the perceived risk only impacts the service quality of a website but not the demographics.
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