信用卡使用意向成因分析及其营销策略研究

发布时间：2019-03-17 13:34

【摘要】：本文在计划行为理论的基础上,使用结构方程模型等数理统计方法,探析了消费者信用卡使用意向的影响因素,进而建构了消费者信用卡使用意向模型。研究表明,计划行为理论中信用卡态度和知觉行为控制变量对消费者信用卡使用意向有重要影响。此外,研究还进一步将消费者信用卡态度区分为便利性态度、金钱与信用态度,实证研究显示便利性态度对信用卡使用意向有重要影响,这种区分是合理的和必要的。最后,研究提出实务建议,为中国信用卡业务的完善和发展提供决策依据。
[Abstract]:On the basis of planning behavior theory, this paper analyzes the influencing factors of consumer credit card usage intention by using mathematical statistical methods such as structural equation model, and then constructs a consumer credit card usage intention model. The research shows that credit card attitude and perceived behavior control variables have an important impact on consumers' intention to use credit cards in the theory of planned behavior. In addition, the consumer credit card attitude is further divided into convenience attitude, money attitude and credit attitude. The empirical study shows that convenience attitude has an important impact on credit card use intention, and this distinction is reasonable and necessary. Finally, some practical suggestions are put forward to provide a decision-making basis for the improvement and development of credit card business in China.
【作者单位】：天津工业大学工商学院;南开大学商学院;
【基金】：国家自然科学基金项目(70772051)
【分类号】：F832.2

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