信用卡使用意向成因分析及其营销策略研究

Analysis of Factors Influencing Credit Card Usage Intention and the Marketing Strategy

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。

Based on the theory of planned behavior, the study explores factors influencing the will of consumers＂ use of credit card and develops a model to investigate consumers＂ credit card usage intention by means of a structural equation model. The results show that consumers＂ attitude towards credit card and perceived behavioral control have a material impact on consumers＂ intention to use credit cards. Moreover, the study has divided the attitude towards credit card into the attitude towards convenience and the attitude towards money and credit. The results of this em- pirical analysis show that the attitude towards convenience has an important influence on consumers＂ credit card usage intention. This distinction is reasonable and essential. Finally, the research provides suggestions on the development of China＇s credit card business.