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论文编号：	1008
作者编号：	2120072021
上传时间：	2009/5/26 8:36:22
中文题目：	大学生信用卡消费意愿影响因素研
英文题目：	a Research on the Determinants
指导老师：	吴晓云
中文关键字：	信用卡;使用意愿;科技接受行为理
英文关键字：	credit card;usage intention;Te
中文摘要：	国内信用卡产业经过二十余年的蛰伏期，相关研究基本停滞在定性分析上，大学生消费者行为的实证研究更是空白。本文将视线落在大学生信用卡消费者行为的使用阶段，原因是使用行为直接关乎发卡商业银行的效益。 本文是中国市场信用卡使用行为实证研究的开端，研究结构、实证设计与分析方法等均采用国际规范，以大学生群体为研究对象，在总结了科技接受行为理论、信用卡消费信贷属性理论和用卡环境理论相关研究的基础上，以科技接受行为理论为基础框架，并结合信用卡行业特性加入用卡环境理论的个别重要因素变量，提出三维度研究模型，来探讨哪些因素会影响大学生信用卡的使用意愿及其影响的程度。本研究向天津市九所高校的学生发放调研问卷300份，有效回收286份，并利用SPSS 16.0对这些数据进行分析。 经数据分析与统计讨论，本研究获得的基本结论概括如下: (1)研究发现直接影响消费者信用卡使用态度的因素包括感知有用性、感知易用性、财务风险、兼容性;直接影响消费者信用卡使用意愿的因素包括使用态度、感知有用性、用卡环境因素、隐私风险和信用卡消费信贷属性。 (2)研究证实了使用态度、信用卡消费信贷属性、用卡环境因素在消费者信用卡使用意愿影响因素模型中的中介作用。 最后，本文在上述研究分析的基础上，提出了发展和普及信用卡的若干建议。国外信用卡使用行为研究和近年来国内消费者行为有关研究的基础上，多角度地探索科技接受行为理论相关因素、信用卡消费信贷属性因素和用卡环境因素、信用卡使用行为及其影响因素，建立了国内大学生信用卡使用行为的模型。 研究的创新还表现在设计方面:将国外相关研究中未提及然而却代表了个体深层需求的科技接受行为理论概念纳入研究框架，并结合信用卡消费信贷属性理论和用卡环境理论变量进行聚类分析形成国内大学生信用卡使用行为的模型。 研究结论对商业银行的大学生信用卡产品的营销有着借鉴作用，同时为银行相关部门针对性的设计大学生信用卡业务、发展大学生市场提供了建议。
英文摘要：	The credit card industry in mainland China has gone through a 20 years’ hibernation period.Most of the related studies foeused on the qualitative analysis. The empirical research has not been paid much attention on the credit card consumer behavior in Chinese market.The dissertation therefore focuses on the usage phase of credit card consumer behavior,for the usage behavior definitely influence the issuing banks’ income. The dissertation is a pioneer of credit card behavior study in mainland China. Its empirical research design,framework and analysis methodology adopt the international criterion,and the target is college students,whose 1ifecycle and consumer behavior is right at the turning point. After reading literatures on Theory of Reasoned Action, Theory of Planned Behavior, Technology Acceptance Model, Innovation Diffusion Theory, Decomposed Theory of Planned Behavior and theories related to Involvement, we construct the conceptive model of our research which is base on TAM and introduced in consumer innovation and several important factors from to discuss influential factors and the extent to which consumers are affected. We also add Involvement as an adjust variable. There are 286 copies of valid questionnaires for this research, and we apply SPSS to deal with these data. The results show that the reliability and usability of the model are enough.Findings of this research indicate that perceived usefulness } perceived ease of use,compatibility, financial risk, subjective norm, consumer innovativeness directly affect the usage attitude of credit card, and attitude, perceived usefulness, perceived facilities, privacy risk, consumer innovation directly affected the usage intention of credit card. We also prove that attitude is the mediation in the model. Involvement is proved to adjust the relationship between perceived usefulness, privacy risk,perceived facilities and usage intention of credit card. In the end of this paper, we put forward several proposals for promoting and spreading credit cards based on this research.
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