消费者知识对我国信用卡创新扩散的影响研究

The Effect of Consumer Knowledge on the Innovation Diffusion of Credit Cards

近年来,我国信用卡的发卡量增长迅速。但据资料显示,我国目前信用卡的使用率相当低。文章从消费者知识的角度,结合产品创新扩散属性,对不断创新的信用卡进行研究,讨论消费者对信用卡的认识程度与熟悉程度,即消费者知识对信用卡的创新属性感知与消费者创新信用卡的使用意愿间关系的影响,更深入地剖析消费者信用卡使用的根本原因,为提升我国信用卡的使用率,提高消费者信用卡使用的效率提供一定的理论思路,并期望能对现有消费者创新行为研究的理论框架有所贡献。

Recent years,the number of credit cards increased rapidly in China.However,the data shows that the usage rate of credit card in China is still very low.This paper attempts to study the constantly innovative credit card,from the perspective of product diffusion of innovation,combined with consumer knowledge,and to discuss whether the consumers＇ cogintion and familiarity dgree of credit card,which is the perception of consumer knowledge about innovation character,will have an effcet on the willingness of using new credit card.It deeply analyzes the radical reason of using credit card,and provides a theoretic way to raise the usage rate and efficiency of credit card.We also hope to do some contributions to the current theoretic frame of consumer innovative actions.