不同生活方式下金钱和信用卡态度对信用卡消费的影响外文翻译.docVIP

外文翻译 原文 Life Style Patterns and Commercial Bank Credit Card Usage Material Source:Journal of Marketing Author: JOSEPHT.PLUMMER Are commercial bank card users more involved in community activities?Are male and female users interested in new trends?What role do charge cards play in the users life style?What are the aspirations of card users? Life style research is utilized in this study to provide new in sights into ways of marketing and advertising bank charge cards. Commercial bank charge cards are being used by more American consumers in their purchasing behaviorthan ever before. The two major bank credit cardsMaster Charge and Bank Americard are issued by over 6,000 banks,and each claims slightly more than 20 million holders.The number of users of bank credit cards is steadily on the increase and has become an area of consumer behavior that has received recent attention inthe marketing literature. Two studies by Professors Mathews and Slocum found a number of interesting and useful relationships between social class and income and the usage of bank credit cards.For instance,they found thatmembers of the lower social classes tend to use their cards for installment purposes;upper classes for convenience.Further,their results indicated that all users had a favorable general attitude toward credit;however,installment users tended to use their cards more frequently. Their study also indicated thatthe upper classes are generally favorable to ward using credit to purchase luxury goods,and the lower class users tended to use their cards for durable and necessity goods. To explain these relationships,Mathews and Slocum invoked many of the life style differences and value orientations between social classes that have been found in sociological research.For example, the finding that installment users place a low emphasison saving and do not defer gratification was drawn from sociological studies. These concepts were used to explain the differences found between the lowe