微观人口特征对本土银行卡品牌采纳的影响与启示

The Impact and Enlightenment of Demographics on the Adoption of Local Bankcard Brand

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.

From a microscopic point of view,this paper employs the Logit model to study the impact of demographics on the adoption of local bankcard brand.The results show that both xenophilia and chauvinism prevail in China's bankcard market due to demographics when consumers make their adoption decision about bankcards.Among them,the increase of income decreases the adoption tendency of local bankcard brand while the improvement of education level and economic location works in the opposite way.Interestingly,women are more unlikely to adopt local bankcard brand than men.As far as the impact strength of demographics concerned,gender factor tops,followed by location factor,while educational and income level perform weakly.