基于理财认知度的大学生信用卡使用行为研究

发布时间：2018-06-04 05:24

本文选题：信用卡 + 大学生　；参考：《天津财经大学》2012年硕士论文

【摘要】：信用卡在中国市场的发展已有二十多年的时间,其便捷的支付结算、时尚的消费信贷等功能受到广大消费者的青睐。近年来,信用卡市场的竞争日益激烈,各大商业银行纷纷将目标群体拓展到大学生市场,希望能够培养其日后的潜在客户,因此大学生信用卡的发行数量迅速膨胀。但目前许多大学生理财观念薄弱,在不了解信用卡功能的情况下盲目性地申请和使用信用卡,导致出现睡眠卡、过度消费等现象；而多数大学生仍选择保守的投资消费方式,不积极尝试新的理财方法,对信用卡持中立态度。随着大学生使用信用卡不断涌现的风险与问题,大学生理财认知度与信用卡使用行为之间的关系值得进行深入的探讨与研究。本文探索性地研究了理财认知度、信用卡态度、人口统计特征等因素与大学生信用卡使用行为之间的关系。首先,通过对国内外关于大学生信用卡的相关文献进行回顾整理,结合大学生信用卡的使用特点,以国外成熟的信用卡态度量表和国内学者提炼的理财认知偏差量表为基础设计本文的调查问卷,发放网络问卷进行数据收集；采用SPSS.18整理样本数据,通过实证研究分析了理财认知度、信用卡态度、人口统计特征等因素对大学生信用卡使用行为的影响。研究结果表明：信用卡态度对大学生信用卡使用行为有显著的正面影响；理财认知度对大学生信用卡使用意向有显著的正面影响,而对信用卡使用频率并不都为显著影响,例如：在大学生获得的理财教育中,仅银行的推销活动与大学生信用卡使用频率呈显著正相关关系,这无疑是本文最有意义的研究发现；此外,研究发现不同性别、家庭所在地的大学生信用卡使用行为具有差异性,与国内外已有的研究结论略有不同,也是本文的创新之处。根据研究结论,本文提出全面加强大学生理财教育,提高理财认知度,树立科学理财观念的建议；建设性地提出商业银行大学生信用卡市场的营销策略。同时提炼本文的创新点与不足之处,对后续研究具有借鉴意义。
[Abstract]:The credit card has been developed for more than 20 years in the Chinese market. Its convenient payment and settlement, fashion consumer credit and other functions have been favored by the majority of consumers. In recent years, the competition of the credit card market is increasingly fierce. The major commercial banks have expanded the target group to the student market in succession, hoping to cultivate their future potential customers. As a result, the number of credit card issuance of college students is expanding rapidly. But many college students are weak in financial management and blindly apply for and use credit cards without understanding the function of credit cards, leading to the appearance of sleep cards and excessive consumption, while most college students still choose conservative investment and consumption patterns, and do not actively try new ones. Financial methods have a neutral attitude to credit cards. With the risk and problems of the continuous emergence of credit cards, the relationship between College Students' financial awareness and the use of credit cards deserves in-depth discussion and research.
This paper explores the relationship between financial awareness, credit card attitude, demographic characteristics and other factors of college credit card use. First, through the review of relevant literature on College Students' credit cards at home and abroad, combined with the characteristics of the use of college credit cards, a mature foreign credit card attitude scale is made. On the basis of the financial cognitive deviation scale extracted by domestic scholars, this paper designs this questionnaire, and gives out the network questionnaire for data collection. Using SPSS.18 to sort out the sample data, the impact of financial awareness, credit card attitude, demographic characteristics and other factors on the use of college credit card use is analyzed by empirical research. It shows that credit card attitude has a significant positive impact on the use of credit card for college students; financial awareness has a significant positive impact on the use intention of College Students' credit card, but it does not have a significant impact on the use frequency of credit card. For example, in the financial education obtained by college students, only the marketing activities of the banks and the credit of the College Students There is a significant positive correlation between the use frequency of the card, which is undoubtedly the most significant research discovery in this paper. In addition, the study found that the behavior of College Students' credit card use in the home place of different sex is different, which is slightly different from the existing research conclusions at home and abroad, and it is also the innovation of this article.
According to the conclusion of the study, this paper proposes to strengthen the comprehensive financial education of college students, improve the awareness of financial management, and set up a scientific idea of financial management, and put forward the marketing strategy of the credit card market of commercial banks constructively. At the same time, the innovation points and shortcomings of this article are extracted and the further research is of reference significance.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2

【参考文献】