초록 열기/닫기 버튼
Many financial experts are stressing the Hispanic market as one of the most important emerging market to the current financial institutions. However, while only 7.7 percent of American populations are unbanked, more than 25 percent of Hispanic population do not have a bank account. This study tries to explain whether the Hispanic consumers' pattern in their banking can be examined by acculturation level, microculture, and demographic factors. This study argues many differences in Hispanic consumers' banking in terms of the level of acculturation(e.g., type of used language, duration of stay in America, the second and third Hispanic generation, and existence of return plan), microculture(e.g., Mexico, Puerto Rico, and Cuba), and demographic factors(e.g., age of household head, education level, and income level). Finally, this paper tries to discuss the practical implications for Korean Banks to communicate effectively with Hispanic consumers. The contribution and limitation of this paper are also mentioned.
키워드열기/닫기 버튼
Hispanics, Acculturation Level, Microculture, Demographic factors, Banking, Financial Service
