Factors influencing consumer's decision making towards selecting credit cards: an exploratory study

摘要

Credit cards begin to use in financial markets and play important role in businesses which make the process of payment easier. Nowadays, there are increasing of value and volume of consumers who spend their money via using credit card. Despite this, there is relative dearth of studies examining the factors influencing consumer's decision making in selecting credit cards. Therefore, this research examines the behaviour, demographic characteristics and attitude of consumer in selecting credit cards. To serve the study purpose, a structured questionnaire was distributed to 412 respondents during April-June 2016. Empirical results showed that demographic characteristic and product-specific variables were correlated with consumers' behaviour in term of credit card selecting. This research is expected to be beneficial for banks and card issuers on that they can study and understand more about their consumer characteristics and behaviour which lead to create attractive products and services to grasp their attention.