Academic journal article Journal of Economics and Economic Education Research

Bringing Enjoy Shopping by Using Credit Cards: The Antecedents of Internal Beliefs

Academic journal article Journal of Economics and Economic Education Research

Bringing Enjoy Shopping by Using Credit Cards: The Antecedents of Internal Beliefs

Article excerpt


Enjoying shopping by using credit cards has emerged as a promotional message that many financial industries offer recently. For example, the Happy Go co-branded card, one of City Bank's credit cards, delivers an image of happily shopping and is now a popular credit card in Taiwan. Prior studies have focused on the utilitarian motivation that impact one's intention to use credit cards (Amin, 2007; Lee & Kwon, 2002; Abdul-Muhmin, & Umar, 2007, Khare et al., 2012). However, there are few empirical articles which capture the hedonic motivation for the intention of using credit cards. This study attempts to fill this gap.

As described in earlier studies, credit card usage could be viewed as individual technology acceptance (Sari & Rofaida, 2012). According to the revised version of the technology acceptance model (TAM) (Davis et al., 1992; Van der Heijden, 2003, 2004), perceived usefulness plays as a utilitarian motivator in technology acceptance behavior because people focus on the functional benefit (Davis et al., 1992; Van der Heijden, 2004) for credit card using requirements. In contrast with perceived usefulness, perceived enjoyment plays as a hedonic motivator because people enjoy their credit card use in the consuming processes (Van der Heijden, 2004). In addition, diverse external variables, such as user characteristics (e.g., perceived risk) (Featherman & Pavlou, 2003) and system features (e.g., information system quality) (Bhattacherjee & Sanford, 2006; Amin, 2007), are major antecedent influences on individual motivations (Davis, 1989) towards credit card usage.

For example, credit card fraud and wireless identity theft are two main negative consequences of using credit cards (Miyazaki & Fernandez, 2001). Individuals perceive that such risks will result in anxiety (Taylor, 1974) which decreases consumer internal beliefs (motivations) in their intention to use credit cards (Miyazaki & Fernandez, 2001; Salam et al., 2003). A great diversity and high quality of information may reduce such uncertainty (Taylor, 1974, Wang, 2008; Amin, 2007), increase individual motivations (Lin and Lu, 2000) and prompt credit card usage intentions (Amin, 2007). Tracing the impact of these external factors and realizing that the individual credit card using processes may be helpful for bank mangers in developing successful strategies of increasing credit card use.

This study aims to increase the understanding of individual credit card use processes, with an emphasis on three aspects: (1) the internal beliefs effects of perceived usefulness and perceived enjoyment, (2) information system quality of credit-card customer information systems, and (3) perceived risk. We integrate the D&M information system success model (Delone & McLean, 2003) into the modified technology acceptance model with hedonic motivation (perceived enjoyment) (Davis et al., 1992; Van der Hejden, 2004) to build a research model. Accordingly, we provide more explanations of factors which influence individual credit card usage.


Motivation and TAM

The technology acceptance model (TAM) proposed by Davis (1986) is an adaptation of the theory of reasoned action (TRA, Ajzen & Fishbein, 1975) and is a model of user acceptance for information systems (Davis et al., 1989). The goal of TAM is to predict and explain computer-based technology usage behavior with an emphasis on two aspects: explaining the impact of internal beliefs on a person's attitudes, and in turn, their behavioral intentions, as well as tracing the impact of external factors on internal beliefs, attitudes, and intentions (Davis et al., 1989).According to TAM, two key internal beliefs, perceived usefulness and perceived ease of use, influence a person's attitude. Perceived usefulness refers to "the degree to which a person believes that using a particular system would enhance his or her job performance (Davis, 1989, p 320). …

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