DETERMINANTS OF CUSTOMERS’ ATTITUDE TOWARDS CREDIT CARD USAGE IN KENYA

Abstract

This study examines the factors that influence the attitude of customers toward utilization of credit cards among academics at the University Of Nairobi, Kenya. 236 questionnaires were distributed through Google forms among academics in the school of business and 94 respondents have replied the questionnaire back. Sample of the study was selected based on purposive sampling method.

The factors, which are included in this study, are availability of information, perceived usefulness, and characteristics of card issuers, general satisfaction and card use intension. Multiple  regression  analysis  is  used  to  determine  the  most  contributory  factor  that  best predict the attitude toward using credit cards. According to the results of the study, the most influential variable on attitude towards credit card usage is card use intention followed by perceived usefulness and availability of information.  The most influential variable is explained 47.4% of the variation in the attitude towards usage of credit cards and the adjusted R2 also indicates that the model has good fit: 52.5% variation in attitude towards credit card usage is explained by estimated regression equation