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H4. Ranking importance of credit card services differs according to respondents' demographic factors when compared to overall sample.
The research instrument, with Chinese versions, consists of a self-administered closed-end structured questionnaire which is divided into three parts.

The first section of the questionnaire was designed to gather demographic data from the respondents such as sex, age, marital status, education, occupation, annual personal income, time of using credit card.

When shopping with credit cards, consumers express more than one concern related to each type of risk.
The second part is concerned with the respondents′ perceived risk associated with the use of cash, credit card under two different purchase situations.
This part is further divided into two sub-parts: the first sub-part deals only with the small purchase situation and the second sub-part deals with the large purchase situation.
Each sub-part is further divided in two sections, with each section containing the same set of ten risk perception question items for each type of payment method.

For the purposes of this study, we selected two item that best represents each of the types of perceived risk examined in the study. For each risk dimension, one of the two items will be a positive statement and the other a negative statement.
The negative statements were used to ensure reliability of the data collected and their results will be re-coded and added to those of positive statements to find the average score.

The following ten items, which were developed from previous studies, cover the five dimensions of perceived risk, namely, physical risk (question 1 Cash is not likely to be lost/stolen and question 6 You may be robbed if you carry much cash), performance risk (question 2 “Cash payment is welcomed everywhere” and question 7 “Some shops may not accept cash”), financial risk (question 3 “It is difficult to get a refund” and question 8 “It is easy to stop payment”), psychological risk (question 4 “It is a symbol of success” and question 9 “Using cash has a lower status symbol”) and time loss risk (question 5 “You will have more time to pay your bill” and question 10 “You have more time to do shopping”). These items, corresponding to the five types of perceived risk under investigation, were used to identify the perceived risks that potentially hinder credit card users from purchasing.
The two products chosen in this research are food and mobile phone(fashion) which act as examples of small purchase and large purchase respectively.
The criterion in choosing these two products is mainly based on the value of the two products and their common availability in department stores.
The average value of clothing (not fashion) in a department store is about RMB300- RMB500 (about 30-50 pounds).
On the other hand, the average sum of fashionable mobile phone is about RMB2500 (about 250 pounds).

Attitudinal scales will be used to quantify respondents’ qualitative perceptions about perceived risks.

For each of the 40 (five risk dimensions x two items x two payment methods x two purchase amounts) items, all respondents were asked to rate on a six-point bipola本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。