Demographic and attitudinal differences between active and inactive credit cardholders ‐ the case of Hong Kong

Surveying 536 subjects, aims to examine the demographic and attitudinal differences between inactive and active bank credit cardholders in Hong Kong. Says that as far as demography is concerned, income is found to be the single most important variable that influences the card usage rate. To induce more intensive card usage, efforts to develop credit cards as a preferred mode of payment are necessary. Posits that such efforts would involve further liaison with merchants so as to make them fully realize the advantages of accepting card payment. States that, furthermore, by employing the basic multi‐attribute attitude model advocated by Wilkie (1986), the present survey reconfirms the positive relationship between attitude and usage rate that was documented by Meidan (1996). Also indicates the general importance of “monetary” incentives in influencing the attitudes of cardholders. Last, the survey results provides card marketers with further insights into the importance of transaction and financing convenience, and possibly card design, in activating apathetic cardholders.