more than seven purchases or more per month).
Moreover, 25 per cent of the respondents regularly use their cards (i.e. Furthermore, while 49 per cent of the sample uses their cards up to three purchases monthly, 51 per cent use their cards more than four times in a month. The findings confirm four key factors: "customer service " "incentives " "need for credit " and "buying power." In addition, 66 per cent of the respondents claim that credit cards provide a sense of security for them. Findings ‐ This study has replicated and validated an extant scale measuring college students' consumption of credit cards. Exploratory and confirmatory factor analyses were used to assess the reliability and validity of the results. Specifically, the paper attempts to answer two questions: what is the compelling reason for a college student to want to own and use a credit card? In addition, how important is the credit card to the college student? Design/methodology/approach ‐ The authors adopted the classical multi-step scale development procedure, which demands that thorough attention is paid to every step of the process. The second purpose relies on marketing scholars' advice by replicating and then validating an extant scale that measures college students' decision criteria for credit cards. The first purpose of this paper is to examine college students' motivation for consuming credit cards and the usefulness of the latter to them. Purpose ‐ The importance of and viability of the college student cohort for credit card firms and banks are well documented and so are the challenges facing marketers interested in this target market.
0 kommentar(er)
