신용카드사용자의 라이프스타일에 따른 브랜드 자산 및 신용카드 선택에 관한 연구

A Study on the Brand Equity and Credit Card selection by Credit Card User Based on Life Style

This study is designed to examine brand equity and selection of credit cards depends on lifestyle types of credit card users. Attributes of lifestyle types of credit card users and how individual lifestyle types make a difference for components of brand equity and selection of credit cards are investigated. The findings from the studies are summarized as follows: First, resulting 21 factors were used in a cluster analysis, which classified the lifestyles into five areas as follow: convenience-driven lifestyle, fashion-driven lifestyle, early purchase-driven lifestyle, self display-driven lifestyle, and health-driven lifestyle. Second, lifestyle types of credit card users were classified, and it was found that there was a difference in components of brand assets by such lifestyle types. Third, the study revealed that there was a difference in the section of credit cards depending on lifestyle types of credit card users; that is, whether credit card users choose credit cards base on brand or service depending on their lifestyle types.