MARKETING MICROCREDIT TO YOUTH IN WAR AFFECTED REGIONS
* 본 문서는 배포용으로 복사 및 편집이 불가합니다.
서지정보
ㆍ발행기관 : 글로벌지식마케팅경영학회(GFMC)
ㆍ수록지정보 : Global Marketing Conference
ㆍ저자명 : Charles Jebarajakirthy, Antonio C. Lobo, Chandana Hewege
ㆍ저자명 : Charles Jebarajakirthy, Antonio C. Lobo, Chandana Hewege
영어 초록
Youth in war ravaged regions often face with scant access to capital generally supplied by traditional banking institutions, which in turn restricts their entrepreneurial activities. Microcredit provides loan access to those excluded from formal financial services. Also, it is widely made available to rural communities in several Asian countries. Hence the main aim of this study is to determine factors influencing youth’s purchase intentions of microcredit in the post-war era, thus implying that findings of this study may be possibly useful to promote microcredit among youth in war affected regions. The Theory of Planned Behaviour has been generally applied to predict purchase intentions, nevertheless we modified this theory to derive hypotheses for this study. The study sample comprised 2500 youth selected from the war affected areas of Sri Lanka. Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) were employed for data analysis. The results showed that Positive Affect enhanced Purchase Intentions, whereas Perceived Deterrents and Default Risk Perceptions significantly reduced them. Also, Positive Affect reduced Default Risk Perceptions of microcredit, whilst Perceived Deterrents of microcredit increased them. Drawing from these findings, we then recommended how microcredit can be marketed to youth in war affected regions. Keywords: Microcredit, War Affected Youth, Purchase Intentions, Theory of Planned Behaviour, Default Risk Perceptions.참고 자료
없음태그
"Global Marketing Conference"의 다른 논문
- THE ROLES OF GREEN PACKAGING IN UGLY FOOD PURCHASE INTE..22페이지
- THE IMPACT OF INDUCED AWE ON ETHICAL TOURIST BEHAVIORS5페이지
- A BIBLIOMETRIC ANALYSIS OF SPIRITUAL TOURISM RESEARCH15페이지
- SOCIAL NETWORK ANALYSIS AND RESPONSE TIME TESTING: CONS..11페이지
- THE EFFECTS OF PARA-SOCIAL INTERACTION ON ONLINE CELEBR..3페이지
- THE INFLUENCE OF OPINION LEADERS ON DAILY DEALS USER’S ..3페이지
- HOW IMMERSIVE RETAILING AFFECTS CONSUMERS’ URGE TO BUY:..6페이지
- KEY TO SUPERSTARDOM IN A GLOBALISED MARKET: THE ROLE OF..6페이지
- A POST-PANDEMIC LOOK AT TOURISTS’ PERCEIVED COOLNESS OF..4페이지
- EXTRACTING OFFLINE RETAIL SHOPPING PATTERNS: OLLABORATI..5페이지