文章基本信息

标题：How effective are rewards programs in promoting payment card usage? empirical evidence
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作者：Santiago Carbó-Valverde ; José M. Liñares-Zegarra
期刊名称：Euro Area Balance of Payments and International Investment Position Statistics
印刷版ISSN：1830-3420
电子版ISSN：1830-3439
出版年度：2009
卷号：1
出版社：European Central Bank
摘要：Card issuers have mainly relied on rewards programs as their main strategicdriver to increase electronic payments. However, there is scarce evidence on the effectiveness of rewards programs. This paper offers novel evidence on two key issues: i) it measures the impact of rewards programs on the use of payment cards; and ii) it quantifies their economic impact in terms of the cash substitution. The results show that rewards may significantly modify preferences for card payments, their economic impact vary significantly across types of rewards and merchant activities and rewards seem to Classification JEL: G20, D12, E41. Keywords: payment cards, rewards, preferences, merchants, cardholders. be more effective on average for debit cardholders.
关键词：payment cards; rewards; preferences; merchants; cardholders.