1、 外文翻译 原文 Life Style Patterns and Commercial Bank Credit Card Usage Material Source:Journal of Marketing Author: JOSEPHT.PLUMMER Are commercial bank card users more involved in community activities?Are male and female users interested in new trends?What role do charge cards play in the users life sty
2、le?What are the aspirations of card users? Life style research is utilized in this study to provide new in sights into ways of marketing and advertising bank charge cards. Commercial bank charge cards are being used by more American consumers in their purchasing behaviorthan ever before. The two maj
3、or bank credit cardsMaster Charge and Bank Americard are issued by over 6,000 banks,and each claims slightly more than 20 million holders.The number of users of bank credit cards is steadily on the increase and has become an area of consumer behavior that has received recent attention inthe marketin
4、g literature. Two studies by Professors Mathews and Slocum found a number of interesting and useful relationships between social class and income and the usage of bank credit cards.For instance,they found that“members of the lower social classes tend to use their cards for installment purposes;upper
5、 classes for convenience.“Further,their results indicated that all users had a favorable general attitude toward credit;however,installment users tended to use their cards more frequently. Their study also indicated that“the upper classes are generally favorable to ward using credit to purchase luxu
6、ry goods,and the lower class users tended to use their cards for durable and necessity goods.“ To explain these relationships,Mathews and Slocum invoked many of the life style differences and value orientations between social classes that have been found in sociological research.For example, the fin
7、ding that installment users place a low emphasison saving and do not defer gratification was drawn from sociological studies. These concepts were used to explain the differences found between the lower class tendency toward in stall ment purchases and the upper class tendency toward convenience use.
8、 This article provides additional insights into the differences existing between users and nonusers of commercial bank charge cards along“life style“dimensions. However,the evidence in this case is derived from direct study of the life styles of users and nonusers,rather than from inferences drawn f
9、rom measurements of social class and income segments. Many of the findings concur with and supplement those of Mathews and Slocum,but some provide evidence contrary to their results. This study also suggests some new dimensions for future consideration. Nature of the Study Data for the present study
10、 were derived from a nationwide Survey of activities, interests,and opinions of female and male heads of households called“life style research.“The study was sponsored jointly by the Leo Burnett Company,Inc.,and Market Facts,Inc.,and conducted in the fall of 1968.A sample of 1,000representative fema
11、le homemakers and a separate sample of 1,200 male heads of households were utilized from Market Facts national mail panels. The base of usable questionnaires consisted of 858 women and 987 men;the demographic composition of each sample was very close to U.S. Census figures. Life style research is de
12、signed to indicate the differences between heavy users and light or non-users of a product in terms of their life styles or their activities;i.e.,how they spend their time;their interests;what is of importance in their immediate surroundings;their opinions;where they stand on important issues;and th
13、eir demographics.A wide range of activities, interests,and opinions is covered in life style research through 300 statements that have been developed from previous research.These 300 Activity, Interest and Opinion statements (AIOs)measure such activities club membership,community or ganizations,hobb
14、ies,travel,shopping,work, and entertainment. The kinds of interests and opinions that are rep-resented in the 300 AIO statements are interest in their home,their family,and their community,and opinions on such topics as economics, fashion,politics,business,and mass media. Each of the 300AIO statemen
15、ts is rated by a respondent on a six-point agreement scale. Three types of information were collected inorder to determine the differences between product users and nonusers. First,each respondent indicated his level of agreement along the six point scale for each of the 300 AIO statements. Second,e
16、ach person specified his“average usage“ of over 125 products. In the case of bank charge card usage,individuals were asked the following question:“Thinking of all members of your family, how many times in the average month do all members of your family use a bank charge card?“Finally,the demographic
17、s of the respondents were collected. From these three sets of data(AIO,demographics,and product usage),a portrait of the heavy user of a product was constructed via Pear-son Product Moment correlation analysis relating the level of agreement on each of the. 300 AIO statements and the demographic cha
18、racteristics with product usage across the total sample of respondents. Only those AIO and demographic characteristics that indicated a significant linear correlational relationship with product usage were used to construct the portrait. These significant correlations indicated the differences, on a
19、 probabilistic basis,between heavy users and light or nonusers of a product.(In the case of bank charge cards,the light and heavy users were combined for analysis as each cell alone was quite small for presentation.)The emphasis in the analysis wason“clusters“of statements rather than individual sta
20、tements, since there was considerable “noise“ in the system,and dependence on a single item may have been misleading. What constituted a“cluster“is based partly on judgment of which similar AIO statements appeared together in the analysis and on AIO R-factors described in the analysis by Wells and T
21、igert.“In that study a principal components R-factor analysis was conducted on the 300 AIO items to discover the major life style dimensions existing in the inventory. An example of this approach to the analysis would be to examine the following statements that differentiated the female user from th
22、e female non-user of bank charge cards: a. I am an active member of more than one service organization. b. I would like to be a fashion model. c. I am a homebody. d. I do volunteer work for a hospital or service organization on a fairly regular basis. On the basis of judgment,statements a and d seem
23、 to be similar in that they appear to be measuring the same phenomenon. Examination of theR-factor-analysis results by Wells and Tigert sup-ports this judgment since they both load significantly on the factor titled “Community-minded.“ This “cluster“of several items provides a morereliable basis for
24、 analysis than do single items. The Findings Seventeen percent of the life style sample were users of bank charge cards.Ten percent used their charge card less than three times in an average month,and 7%used their card three or more times in an average month. This 17%corresponds with a comparable us
25、age figure of 12% in the 1967 life style study. The percentage of bank charge card users is quite small, however, when compared to more established credit cards,such as gasoline cards,which are carried by 62%ofthe sample. 译文 不同生活方式下金钱和信用卡态度对信用卡消费的影响 资料来源 : 市场营销杂志 作者： 约瑟夫 .顿普拉默 商业信用卡为用户提供了更多的社会活动吗？在新
26、的消费趋向中是男性用户还是女性用户更有兴趣呢？商业信用卡在生活中扮演着怎样的角色？ 什么是信用卡用户的期望？ 本文通过新的视觉研究生活方式对商业信用卡的市场营销和广告上的影响。 现在 被用于购买 消费的 商业银行信用卡，比以往都更受美国消费者 的欢迎 。在美国万事达卡和美国国卡是主要的两种商业信用 卡，两家银行已经遍及到6000 家，而且每家银行声称有 略超过 2000 万持有人。 从最近的对消费者近期行为的市场调研中发现 银行信用卡用户的数量正在稳步增加 。 马修斯和斯洛克姆两个教授研究发现 ， 社会阶层 不同 的收入和银行信用卡用户持卡 数量有趣和有 密切的 关系 。 例如，他们发现 “
27、较低的社会阶层人士倾向于分期付款 为 目的 商业信用卡 。 上层 社会阶层人士倾向于 方便为 目的 商业信用卡”。 此外，他们的结果表明，所有用户 都 有一个良好的信贷态度， 而且 ，用于 分期付款使用 的信用卡使用的次数更加 频繁。他们的研究还指出， “上层社会阶层人士倾向于 用信 用卡购买奢侈品，而 较低的社会阶层人士倾向于 用信用卡购买必要是有的商品。 马修斯和斯洛克姆 为了解释其中的关系， 在社会学的研究 中 发现生活方式的差异和不同社会阶层之间的价值取向 对信用卡使用的影响。 例如， 在 社会学研究 中 发现， 用户 重视分期付款 是因为 储蓄低和 提前 享乐 的原因。 这就可以解释
28、 较低的社会阶层 和上层 社会阶层 的不同的消费倾向。 本文对商业信用卡使用者和未使用者的在生活方式上的分歧作了解释， 然而， 这是 从使用者和非使用者 的 社会阶层和低收入阶层的生活方式直接测量得出的研究，而不是从推论。不少人都同意马修斯和斯洛克姆的调查 结果和补充，但有些出乎他们提供证据的结果 。 这项研究还提出了今后审议的一 个 新的层面。 性质研究 本研究的数据均来自一系列的 全国性的家庭主妇和家庭的男性户主意见的生活形态研究 。 “ 这项研究是 1968 年秋季由李奥贝纳公司 和国家市场 联合主办 ， 一项对 1000 名代表家庭主妇样本及一个男户主 1200 户样本 的市场调研。有
29、效问卷的 包括 987个 妇女和 858个男性 ;每个样品的人口构成非常接近美国人口普查数字。 生活形态研究的目的是 为了了解高价值用户和一般用户和未开发用户之间的生活方式差异和活动范围差异。具体的 就是， 他们如何利用他们的时间？他们最看重的利益是什么？ 他们在重要问题上的立场 和意见？ 他们的人口统计 ？通过 一系列的 300 个的 活动 ，对他们对这活动 兴趣和意见 的生活形态进行研究。这 300 个活动中主要有他们对 俱乐部，社区或 组织 ，爱好，旅游，购物，工作和娱乐等活动 的兴趣和意见。在这 300 个生活形态研究中主要集中在对自己家庭和 他们的家庭，社区的利益，并在经济等议题，时
30、尚，政治，商业和媒体的意见 .。在这 300 个生活形态研究中每个都归类成六分制。 通过 三种类型的信息收集序，以确定产品的使用者和非使用者之间的差异。首先，每个受访者 表示对 300 个生活形态研究 报表各六分制的认同度。其次，每个人指明了超过 125 个产品 的 “ 平均使用率 ” 。 关于 银行 消费 的使用情况，个人 都会 问以下问题：思考你的家庭 中的 所有成员 ， 平均每月多少次使用银行卡 消费 ？ “ 最后，收集受访者的人口统计资料。从这三组数据（ 生活形态研究 ，人口统计，产品使用） 中发现 ，对一个产品的大量使用，构建了纵向通过皮尔逊积差相关的协议涉及的 300 生活形态研究
31、 的声明和产品在整个使用的受访者总样本的人口特征分析每个级别。只有那些 生活形态研究 和人口特点，表明了与用来建造肖像产品使用的 显著地 线性关系 和相 关性。 这些关系表明了高价值用户和一般用户和未开发用户之间的概率差异。（ 在 用 银行卡 消费 的情况下，因为每个单细胞分析是相当小的演示 ，将高价值用户和一般用户 合并起来 。）强调声明， 在分析沃森 “ 集群 ” 现象 ，因为有相当的 “ 噪音 ” 系统，并依赖于一个单一的项目可能已被误导 ， 而不是个别报表 。 从 一位 非银行的信用卡用户的女性用户 用她的分析方法为例就是 下面的语句 ： 答： A 我是一个 比其他服务 组织 更加 积
32、极 的组织 成员。 B 我想成为时装模特儿。 C 我是一个居家 的人 。 D 我是 一个在 医院或服务机构的工作 的正式义工 。 在基础 的判断中， A 和 D 似乎是相似的，因为它们似乎是衡量同样的现象。由韦尔斯和泰格特的 R -因子分析的结果 可知 ，因为它们都支持考试负荷显着标题为这一判断的因素 “ 社区意识 ” ， 这几个项目的 “ 群 ” 提供了一个分析比单品更可靠的基础。 调查结果 17%的样本表明信用卡用户受生活方式的影响。 10%的信用卡用户在不到三年内，每月使用信用卡消费三次以上。 在 1967 年生活方式 对信用卡 使用量的研究的数字 中， 这个 17对应着一个可比的 12 。利用 银行卡 消费 的用户比例很小，但是，相对于更为成熟的信用卡，如汽油卡， 就占 62的样本。
