基于组织者(信贷员)为中心的小组贷款的动员机制与担保态度与决策研究

The Role of Organizer-centered Mobilization on Microfinance Diffusion on Guarantors’ Attitude and Decision Making Behavior

Research output: Conference Papers (RGC: 31A, 31B, 32, 33)32_Refereed conference paper (no ISBN/ISSN)peer-review

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Original languageChinese (Simplified)
Publication statusPublished - 14 Jul 2013

Conference

TitleChina Marketing International Conference 2013
LocationChina University of Mining & Technology
PlaceChina
CityXuzhou
Period12 - 15 July 2013

Abstract

Over the past 20 years, microfinance has gained increasing importance in fighting against poverty. However, at the early stage of its implementation, microfinance is not easily and quickly accepted and adopted by the low-income family members, partially as a result of its characteristic of innovation when the financial product and operation are different from the existing and traditional ones. Then it arises the question of how to exercise the strategies of social marketing combining marketing efforts with the purpose of poverty alleviation. The existing literature about diffusion of innovation does not give enough effort on the study of dynamic process before innovation takeoff. This research gap will be of some implication to social marketing of microfinance practice. Our study aims to study the role of organizer-centered mobilization on microfinance diffusion, i.e., guarantors’ attitude and decision making behavior, when applying the mass critical theory in China’s society.

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Research Unit(s) information for this publication is provided by the author(s) concerned.

Citation Format(s)

基于组织者(信贷员)为中心的小组贷款的动员机制与担保态度与决策研究. / XU, Hua.

2013. Paper presented at China Marketing International Conference 2013, Xuzhou, China.

Research output: Conference Papers (RGC: 31A, 31B, 32, 33)32_Refereed conference paper (no ISBN/ISSN)peer-review