信用卡信贷使用行为成因及其营销策略研究

A Study on Causes of Credit Card Credit Usage Behavior and Its Marketing Strategy

采用结构方程模型等数理统计方法,以态度、个性特征和文化适应性为主要研究构面,对消费者心理和社会文化因素关于信用卡信贷使用行为的影响进行了研究,并分别建构了循环信贷模型和分期付款模型。研究证明,金钱信用态度以及文化适应对循环信贷、分期付款行为均具有显著的影响关系。个性特征中对循环信贷使用行为具有显著影响的因素依次是:冲动性、延迟享乐、外控、内控。对分期付款使用行为产生显著影响的因素依次是:延迟享乐、冲动性、内控。研究还发现,自尊与循环信贷、分期付款行为的关系并不显著。

This study takes attitude,personality characteristics and acculturation as the main research constructs and develops a revolving credit model and an installment model to study the influence of consumers＇ psychology and social cultural factors on consumers＇ credit card credit usage behavior by means of SEM.The results show that attitude towards money credit and acculturation has a significant effect on revolving credit and installment.The research finds that personality characteristics of impulsiveness,delay of gratification,external control,and internal control significantly affect the revolving credit usage behavior.Delay of gratification,impulsiveness,and internal control influence the installment.The research also discovers that self-esteem is not significantly related to revolving credit and installment.