[雙語(yǔ)翻譯]信用卡外文翻譯--大學(xué)生信用卡消費(fèi)（英文）

1、International Journal of Bank MarketingCollege students’ consumption of credit cards Charles Blankson Audhesh Paswan Kwabena G. BoakyeArticle information:To cite this document: Charles Blankson Audhesh Paswan Kwabena G.

2、Boakye, (2012),“College students’ consumption of credit cards“, International Journal of Bank Marketing, Vol. 30 Iss 7 pp. 567 - 585 Permanent link to this document: http://dx.doi.org/10.1108/02652321211274327Downloaded

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4、since 2012*Users who downloaded this article also downloaded:Wendy Ming-Yen Teoh, Siong-Choy Chong, Shi Mid Yong, (2013),“Exploring the factors influencing credit card spending behavior among Malaysians“, International J

5、ournal of Bank Marketing, Vol. 31 Iss 6 pp. 481-500 http://dx.doi.org/10.1108/IJBM-04-2013-0037Arpita Khare, Anshuman Khare, Shveta Singh, (2012),“Factors affecting credit card use in India“, Asia Pacific Journal of Mark

6、eting and Logistics, Vol. 24 Iss 2 pp. 236-256 http:// dx.doi.org/10.1108/13555851211218048Jacquelyn Warwick, Phylis Mansfield, (2000),“Credit card consumers: college students’ knowledge and attitude“, Journal of Consume

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12、wnload.Downloaded by Carleton University At 09:52 30 January 2016 (PT)Introduction The credit card brand (Visa, MasterCard, American Express and Diners Club) and its marketing activities indeed depict global and multicul

13、tural business orientation and is highly competitive (Worthington, 1998, 2005; Worthington and Edwards, 2000; Foscht et al., 2010). Moreover, the dilemma of targeting viable target audiences especially the college-age Ge

14、neration Y consumer cohort to credit cards has been a challenging research agenda for many years (see e.g. Blair, 1997; Chen and Volpe, 1998; Noble et al., 2009). In fact, the difficulties in attracting college students

15、to banking and financial products has long been confirmed by Lewis (1982a, b) who found that bank advertising and promotions have little effect on students’ selection criteria. The literature reveals that spending and cr

16、edit card use among college students is on the rise (Hayhoe et al., 2000; Roberts and Jones, 2001). Credit card firms’ interest in cultivating a relationship with college students and the importance that banking and fina

17、ncial institutions place on credit card brands is now well documented (Cargill and Wendel, 1996). Interestingly, however, despite the nagging need to understand the motivations behind the choice for credit cards and the

18、determination of the importance attached to credit cards by college students (Noble et al., 2009; Worthington, 1998, 1999), to date, the literature is silent on the key factors underpinning college students’ decisions ab

19、out owning credit cards. More specifically, the factors underpinning college students’ selection of credit cards are unknown. In addition, the importance that college students place on credit cards is undocumented in the

20、 literature (Noble et al., 2009). To date, not a single study has systematically explored the exact nature of the dimensionality underpinning college students’ selection criteria of credit card brands and the usefulness

21、of credit cards to them. This has contributed toward credit card marketers less informed in the application of marketing and positioning strategies than they might otherwise be. These gaps in the literature are important

22、 research tasks that underscore the impetus for this research. Despite the scrupulous debate and research activities on college students’ credit card debt and credit card firms’ ethical practices on college campuses (Che

23、n and Volpe, 1998; Hayhoe et al., 2000; Roberts and Jones, 2001), still, the specific factors that reflect college students’ choice for their credit cards are unclear. The latter is crucial in that these factors are boun

24、d to form the basis upon which marketing and positioning strategies and policies involving youth indebtedness, debt management and ethical practices in credit card marketing may emerge. College students have purchasing p

25、ower of $200 billion annually. They are trendsetters, brand loyal, early-adopters and with influence over parental purchases (Noble et al., 2009). In addition, college students are bound to enjoy future higher living sta

26、ndard made possible with credit facility, and specifically, credit cards (Worthington, 1998, 1999). The literature shows that some 70-80 percent of US college students have at least one credit card. However, on average,

27、most have three cards (Punch, 1991; Armstrong and Cravens, 1992; Jover and Allen, 1996; Hayhoe et al., 2000). Clearly, this shows that the college student market is a viable business venture (Worthington, 1998, 1999) in

28、the credit card sector of the banking/financial services industry. This makes the college student market worthy of interest by marketers. However, despite the importance of this market to financial services marketers, on

29、e uncovers a paucity of documented empirically based scales aimed at measuring the reasons why college students choose their credit cards. An exception is Blankson’s (2008) scale measuring college students’ choice of cre