微观人口特征对本土银行卡品牌采纳的影响与启示

发布时间：2018-03-25 19:37

本文选题：人口特征　切入点：银行卡品牌　出处：《上海金融》2014年01期

【摘要】：从微观层面切入,本文运用IJogit离散选择模型研究消费者人口特征对本土银行卡品牌采纳行为的影响方式与影响强度。结果发现,消费者的银行卡品牌采纳行为因其人口特征异质性而表现出"崇洋媚外"与"敝帚自珍"两种倾向。其中,消费者工资收入的提高会降低其采纳本土银行卡品牌的倾向,女性消费者采纳本土银行卡品牌的倾向要比男性低,教育水平和经济区位的改善则会增强消费者采纳本土银行卡品牌的倾向。就相关因素的均值强度而言,性别因素居首,区位因素次之,教育水平和收入水平的影响则相对乏力.
[Abstract]:From the micro level, this paper uses the IJogit discrete choice model to study the impact of consumer demographic characteristics on the local bank card brand adoption behavior. Because of the heterogeneity of population characteristics, consumers' brand adoption of bank cards shows two tendencies: "adoring foreign countries" and "making use of foreign countries". Among them, the increase in consumers' wage income will reduce their tendency to adopt local bank card brands. Female consumers are less likely to adopt local bank card brands than men, and the improvement of education and economic location will increase consumers' tendency to adopt local bank card brands. In terms of the average strength of the relevant factors, gender factors are the most important. The influence of educational level and income level is relatively weak.
【作者单位】：华侨大学;中国人民银行上海总部;
【基金】：教育部人文社会科学青年基金项目(13YJC79029) 泉州市哲学社会科学研究2013年规划项目(2013Q02) 中央高校基本科研业务费资助项目·华侨大学哲学社会科学青年学者成长工程(12SKGC-QT01) 华侨大学科研基金资助项目(13SKBS102)资助
【分类号】：C92;F832.2

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