Analysis study of perceptible value determinants of consumer preference in credit cards of choice: an economics and business strategy perspective
The main purpose of this research is to study and analyse the perceptible determinants that influence the consumers?çö preference in selecting their credit card to make purchases. Analysed on the basis of structural equation modelling as the research methodology by means of amos and spss software, the data were collected from online questionnaire with 95% degree of confidence and 0.1 sampling error. It was discovered that outperforming both convenience and information technology factors, economy factor were having the strongest influence. The top three indicators of the economy are within rewards factor namely cash back, merchant discount, and mileage. Although it was also revealed that information technology had very weak influence, it did have significant and positive correlation with both the convenience and the economy factors at moderate level. Convenience and economy showed a strong correlation and was the strongest of the three.
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