The impact of product attributes and promotion on credit card subscription decisions: an empirical study

摘要

The paper aimed to examine the impact of product attributes and promotion efforts on the choice of credit cards in intense competition. It is important to stress that this paper focuses on the techniques and methodology used in drawing discussion and conclusions. The empirical study involved a survey. Of the 350 questionnaires sent out, 251 were returned. A series of statistical analyses were conducted on the dataset, i.e., reliability test, factor analysis and logistic regression. There was internal consistency among variables measuring the predefine concepts from the literature. Factor analyses extracted four dimensions, i.e., importance of product features, culture, impact of advertisement and branding and sales promotions. The findings revealed that culture and branding and sales promotion have significant association with credit card subscription decisions. Future research could include other marketing mix elements as constructs in the model, i.e., price, place, process, people and physical evidence.