복수 신용카드 중 실제 이용카드의 결정요인에 관한 연구 -복수와 단일 신용카드 소지자의 사용행태에 관한 비교분석-

Determinants in the Stage of Purchase Decision Making for Credit Cards

The purpose of this paper is to compare the characteristics between group that has only one credit card and group that has multiple credit cards in each stage of purchase decision making based on the literature in consumer behavior. Results indicated that (1) The number of credit cards that consumers has was affected by internal factor and reference factor, (2) depending on the number of credit cards, usage frequency, amount, and duration were differently showed and (3) inertia, point accumulation, and convenience were founded as determinants of using credit cards. Finally, theoretical and managerial implications of these findings are discussed.