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|Title:||Factors Effecting Decision Making on Credit Card Usage of Low-Income Credit Card Holders in Bangkok Metropolitan Areas||Authors:||Boonyam, Treetip||Issue Date:||2009||Publisher:||Chulalongkorn University Printing House
University of the Thai Chamber of Commerce
|Source:||Treetip Boonyam (2009) Factors Effecting Decision Making on Credit Card Usage of Low-Income Credit Card Holders in Bangkok Metropolitan Areas. University of the Thai Chamber of Commerce Journal Vol.29 No.3.||Journal:||University of the Thai Chamber of Commerce Journal||Abstract:||Since 1996, when Thailand faced the economic crisis, financial companies have beenmore interested in the personal loan business, and highly competitive in financialbusiness as well. Consequently, the objective of this research is to study theinfluences of personal demographics, attitudes and marketing factors involved inpersonal decision making. The results of this study show that the samples havea medially positive attitude toward credit cards, but there was not a significantcorrelation to credit card usage decision making. Regarding marketing factors thatinfluence the samples, these include providers’ services, payment convenience,sales promotions, advertising, presenters, beautiful attributes, suggestions from otherpersons, public relations, and salespersons’ personality with a significant correlationat .01 level (p<.01). Other factors include interest rates and application fees, withsignificant correlations to credit card usage decision making at the .05 level (p<.05).These results also show the significant role of marketing mix, especially in advertisingand sales promotion. Analysis of demographic factors, founding age, education,occupation, and marital status have significant correlations to credit card usagedecision making of low income persons at the .05 level (p<.05). Furthermore,suggestions for future research have also been presented in this research article.||URI:||https://scholar.utcc.ac.th/handle/6626976254/3913||ISSN:||0125-2437||Rights:||This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.|
|Appears in Collections:||JEO: Journal Articles|
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