ABSTRACT

The Actual State Investigation on the Difference of Purchase Action of Consumers to be based on the Use Method of Credit Card

Lee, Jong Ho (Major in Marketing, Graduate School of Business Administration, Hanyang University)

Modern times is the period of credit and one of what can represent the credit society is the credit card, and the use rate is showing very high increase rate every year. thus, this study was written for the purpose of giasping which difference the purchase action among consumers attendant upon the use method of credit card shows.

To examine the goal of this study concretely is as follows.

First is to grasp the feature of members of credit card and the present situation of use of credit card through the actual stale analysis about the members of credit card for the successful spread of credit card.

Second is to grasp whether there is the difference about the use motive of consumers on the credit card of the users of credit card and about the recognition level on the system of credit card.

Third is to try to widen the width of understanding about the whole of credit card through the data examination and literature study about the history on the use of credit card and about the present situation of every nation on it and about its function and its kind.

To summarize the result deduced by executing the positive analysis about this subject of study is as follows.

First, as the result to have examined whether there is the difference in the member or crean caras in accordance with the demographic feature of card users through the cross analysis, it emerged that the persons who have 20 or 30 cards were most by the feature of each demographic features. In addition, as the result to have examined the average monthly amount attendant upon the demographic feature of card users, it emerged that the average monthly use quantity of card users of 30s and 40s than 20s and 50s in the analysis attendant upon age. and, according to the result to have examined the issuance motive attendant upon the demographic feature of card users, to get to issue the card by the exhortation of clerks to be employed in the issuance agency was most. And, the next showed the result to bget to issue the card by the exhortation of friends.

Second as the result to have inspected the difference of recognition attendant upon the distinction of sex about the system of credit card, it emerged that there is the difference of recognition attendant upon the distinction of sex and the profession.

Third, it emerged the thee is the difference of recognition in he profession and education level about the use motive of credit card.

Fourth, it emerged that the use of credit card showing the result to increase the purchase frequency and the purchase amount of consumers in comparison with the time before the use of credit card.

Fifth, it could be seen that, according as the recognition about credit card is affirmative, it increases the purchase amount and the purchase quantity.

It can be said that this study has the suggestion points in the following points every nation on it, and about lits function and its kind.

Second, this study offered the information as to whether the strategy attendant upon the feature of users of credit card must be established for the new affiliation and spread of credit card in the business-like dimension of marketing by grasping the feature of members of credit card and the present situation of use of credit card through the actual state analysis about the members of credit card.

Third, by grasping whether there is the difference attendant upon the demographic feature about the use motive of consumers on the credit card of the users of credit card and about the recognition level on the system of credit card, that is, through the actual state grasp about the difference that the consumers have in accordance with the demographic feature, this study enabled one recognize the points at issues attendant upon the difference and establish the proper strategy attendant upon the difference.

As for the uppermost limit of this study it failed to prove the difference about the purchase action of consumer attendant upon the actual state of use of credit card concretely, as the progression of research analysis is staying at the search level. In addition, it failed to control various exogenous variables to be able to have influence on the difference of purchase action effectively. In addition, in the use of consumer of credit card, there is the uppermost limit to have failed to distinguish it between the time before use and the time after use clearly.

Thus, in the future study, the study with have to be made toward the direction to prove more clear difference of purchase action by collection the data after developing the method to be able to control the data after developing the method to be able to control the exogenous variables to be able to have influence on the difference of purchase action effectively and distinguishing between the time before the use of card and the time after the use of card of consumers clearly.