[雙語翻譯]信用卡外文翻譯--大學(xué)生信用卡消費（節(jié)選）

1、3300 英文單詞， 英文單詞，18500 英文字符，中文 英文字符，中文 5500 字文獻出處： 文獻出處：Blankson C , Paswan A , Boakye K G . College students’ consumption of credit cards[J]. International Journal of Bank Marketing, 2012, 30(7):567-585.College students’

2、 consumption of credit cardsCharles Blankson, Audhesh Paswan and Kwabena G. BoakyeAbstractPurpose – The importance of and viability of the college student cohort for credit card firms and banks are well documented and so

3、 are the challenges facing marketers interested in this target market. The first purpose of this paper is to examine college students’ motivation for consuming credit cards and the usefulness of the latter to them. The s

4、econd purpose relies on marketing scholars’ advice by replicating and then validating an extant scale that measures college students’ decision criteria for credit cards. Specifically, the paper attempts to answer two que

5、stions: what is the compelling reason for a college student to want to own and use a credit card? In addition, how important is the credit card to the college student?Design/methodology/approach – The authors adopted the

6、 classical multi-step scale development procedure, which demands that thorough attention is paid to every step of the process. Exploratory and confirmatory factor analyses were used to assess the reliability and validity

7、 of the results.Findings – This study has replicated and validated an extant scale measuring college students’ consumption of credit cards. The findings confirm four key factors: “customer service;” “incentives;” “need f

8、or credit;” and “buying power.” In addition, 66 per cent of the respondents claim that credit cards provide a sense of security for them. Furthermore, while 49 per cent of the sample uses their cards up to three purchase

9、s monthly, 51 per cent use their cards more than four times in a month. Moreover, 25 per cent of the respondents regularly use their cards (i.e. more than seven purchases or more per month).Research limitations/implicati

10、ons – The cross-sectional research basis and convenience samples are weaknesses of this study, as they pose generalizability questions. Although the study is consistent with the literature and directions from academic an

11、d practitioner experts, the authors acknowledge the lack of (true experimental) control over the identified factors.Practical implications – Credit card marketers and bank managers may assess the dimensions in this stud

12、y and adapt them as the basis for marketing and positioning strategies, marketing communication tactics, and brand management, particularly within the college student and the youth target markets. This can lead to the ba

13、sis upon which credit card policies, i.e. college students’ compulsive buying habits, college students’ credit card debt, and banks’ marketing activities may be proposed.Originality/value – The paper proposes a rigorousl

14、y validated scale that reflects both psychometric and parsimonious measures dealing with college students’ consumption of credit cards. In view of the scarce stream of empirical studies dealing with college students’ con

15、sumption of credit cards, this paper comes at an opportune time as scholars continue to debate and research about college students’ credit card debt and credit card firms’ ethical practices on college campuses. Moreover,

16、 the paper supports the importance of generalizability of findings and replication studies.Keywords: United States of America, Students, Credit cards, Banks, Marketing strategy, Credit developed and validated a scale to

17、measure college students’ choice criteria of credit cards. The author’s scale identified four factors (“buying power” – or purchasing power, “incentives”, “firm’s reputation” and “good credit rating”). Acknowledging that

18、 the results serve as a basic building block for measuring college students’ choice criteria of credit cards, Blankson suggest that his research provides the prelude to further replication studies.Worthy of note is that

19、while previous studies have shown interest in students’ choice criteria of banks (Devlin, 2002; Devlin and Gerrard, 2004); these studies deal with banks and overlook credit cards, an important bank product. Thus, the im

20、portance of the college student market coupled with the pivotal role played by replication studies in marketing research makes the generalization of the college student’s motivations for consuming and patronizing credit

21、cards a desirable research task (Hubbard and Armstrong, 1994; Noble et al., 2009).Following in the footsteps of Noble et al. (2009), the first purpose of this study is to empirically examine college students’ motivation

22、for consuming credit cards and identify the usefulness of credit cards to them. The second purpose relies on Malhotra et al.’s (1999) advice by replicating and then extending Blankson (2008). Replication studies’ value i

23、n enhancing generalization in marketing science does not need elaboration (Popper, 1968). Empirical replication under varied conditions should therefore be the foundation of any good marketing theory as it is in physics

24、and other “natural sciences” where repeatable results ensure acceptance as science (Dall’Olmo Riley, 1995).There is scrutiny of and criticism of single-shot studies that dominate empirical studies in marketing and manage

25、ment (Hubbard and Armstrong, 1994; Easley and Madden, 2000; Evanschitzky et al., 2007). Indeed, the paucity of replications in marketing research is creating much concern among marketing scholars including Evanschitzky e

26、t al. (2007) and Easley and Madden (2000) who caution that practitioners are becoming skeptical about using results from studies not replicated. Supporting the need for replication research, Eden (2002) writes that high-

27、quality replication studies greatly affect sound management and marketing practices (see also Evanschitzky et al., 2007).The present research, thus, comes at an opportune time due to the lack of appreciation of college s

28、tudents’ consumption habits (Noble et al., 2009) especially the reasons for choosing their credit cards. To that end, this study contributes to the marketing literature in view of the limited information available on col

29、lege students’ motivations for consuming credit cards (Thwaites and Vere, 1995; Crowdus, 2005) despite the importance of this cohort to financial services marketers. Another contribution is that the replicated and valida

30、ted scale will be useful for researchers and practitioners. Practitioners (i.e. bank managers and credit card executives) will have the confidence to employ the validated scale for marketing planning, segmentation, targe

31、ting and positioning (STP) purposes. Based on firms’ STP strategies, they can allocate resources to marketing communication and other sales inducing efforts. Finally, a contribution of this paper is the need to generaliz

32、e the only existing scale on college students’choice criteria of credit cards (Blankson, 2008).Research frameworkTwo-tier schools of thought are debating college students’ credit card use and their credit card indebtedne

33、ss. Followers of the first school of thought argue that college students’ use of credit cards have led them into debt. This school argues that credit card companies’ aggressive marketing practices on college campuses lu