Attitudinal determinants of consumer behaviour : an empirical study in the UK credit card sector
This research attempts to contribute to the advancement of knowledge within the services marketing and consumer behaviour domain. Its main aim is to enhance our understanding of the relationship between attitude and behaviour within a financial services setting. The Theory of Reasoned Action (TRA) by Fishbein and Ajzen (1967, 1973, 1975) was employed as the theoretical basis of the research. Following an extensive literature review, we identified five constructs and credit card specific items. used to develop a Credit card holder Attitude-Behaviour (CABM) model. All the constructs (with the exception of credit card holder behaviour) were measured using multiple items. The survey method was employed via a self-administered postal questionnaire. The data collection instrument was submitted to a sample of 2000 randomly selected UK credit card holders. Statistical properties of the constructs were analysed using exploratory and confirmatory factor analysis techniques. The proposed research model was tested with PLS in structural equation modeling technique. The results of the study provided limited support for the central hypothesis of a significant relationship between attitude and behaviour. Two unexpected findings included the significant relationship between card holder behaviour and experience outcome, and also substantial support for the relationship between attitude towards future real income and attitude towards credit cards. Credit card holders exhibit two typical behaviours and future research is needed to examine the attitude-behaviour relationship of convenience users (non-interest paying) and revolving (interest-paying) credit card holders separately. Also recommended, is the examination of the card holder behaviour under observable variables as well as latent variables.