<p>The market changing of the credit card segment has driven many credit card providers</p><p>reconstructing their business models and set up strategies in order to attract and retain</p><p>customers. This leads to an idea of studying the underlying factors behind the consumers’</p><p>decision-making of using credit cards. After examining different Consumer Decision-Making</p><p>theories and their influential factors, we find that the perceived risk is not included as an</p><p>influential factor in the Consumer Decision Process (CDP). The perceived risks such as</p><p>financial, psychological, social and performance are not regarded in the existing CDP theories,</p><p>which we believe is important in the case of credit card usage. Therefore, the aim of this</p><p>study is to investigate if the perceived risk occurs in the CDP. Our study is focusing on the</p><p>existing credit card holders in Sweden.</p><p>Eight hypotheses are designed to test in which stage of the CDP, the perceived risk occurs</p><p>and whether it affects the consumers’ decision-making concerning with credit cards usage.</p><p>Although our result cannot be generalized, because of the size of the chosen population is</p><p>too small, we do find some indication of the perceived risk actually affects the CDP, especially</p><p>in the first stage of the Decision-Making Process.</p><p>Keywords: Consumer Decision Process, Perceived Risk, Credit Cards</p>
| Identifer | oai:union.ndltd.org:UPSALLA/oai:DiVA.org:hkr-4254 |
| Date | January 2006 |
| Creators | Liang, Hong, Lu, Douc, Tu, Li |
| Publisher | Kristianstad University College, Department of Business Administration, Kristianstad University College, Department of Business Administration, Kristianstad University College, Department of Business Administration |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, text |
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