The Influence of Credit Card Authorized Store Installment and Bank Installment on Consumer’s Choice

• Main Authors: Ming-Msien Ku, 古明憲
• Other Authors: Fu-Min Chang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/87374585371236943078

碩士 === 朝陽科技大學 === 財務金融系 === 103 === Facing rising commodity prices and growing difficulty making ends meet, the department store has strongly promoted a wide variety of marketing plans involving installment payments for the anniversary celebration. As a result, on several occasions, people have waited in line to take advantage of the bargains. While striving to promote the department store's anniversary, is an installment payment interest rate of 0% able to increase the amount of shoppers' expenditures? In the face of stagnant wages and tougher economic conditions, various banks have introduced installment payment programs allowing the public to use their phone or computer to immediately arrange to pay bills in installments. Does this truly relieve financial pressure on consumers? When activity budgets are limited, how can publicity use creative methods to achieve the greatest benefit? This paper seeks to investigate factors influencing cardholders' intention to apply for installment payments, which can shed light on the installment payment discrepancies between banks and stores, enhance the efficiency of installment program marketing, and reduce installment cost waste. The research subjects consisted of members of the general public holding credit cards issued by a certain bank who were at least 20 years of age. A face-to-face interview survey yielded 252 valid questionnaires, and the resulting data was analyzed using SPSS statistical software. The study concluded that, when examining the factors of "gender" and "marriage," no significant difference existed between 0% interest rates provided by stores and banks, which indicates that the provision of 0% interest rates by banks should be fully acceptable. Are there differences between men and women with regard to the ability of installment payments to ease financial pressures? This study indicates that there is no difference. As for age and occupation, it was found that the corresponding and non-corresponding variables in each aspect are all significantly correlated with intention to obtain installment payments from banks and stores, and "age of 21-30" and "white collar worker" should be the chief targets of marketing.