A Study Of Factors Influening Credit Card Behavior Intention: An Empirical Study Of University Students

Are the various marketing strategies implemented by credit card institutions effective for consumers? What are the real main factors that influence consumers' credit carding usage behavior? How can the bank be the final winner in the credit card battle?Based on such a motivation, this thesis attempts to find out the main factors through literature review and analysis of consumers' credit card behavior. And then the variables of involvement perceived risk and perceived value are used to explain the college students credit card usage intention. Through an empirical study of questionnaire survey, we try to learn the real reasons for the phenomenon of bidding card and sleeping card in the hope of making some contributions to the marketing and development strategies for credit card institutions in the credit card market.The results show that perceived value is positively associated with behavior intention while the perceived risk is negative to it. Consumer involvement plays an interference role the relationship between perceived risk , perceived value and behavior intention. The study also makes detailed analysis and discussion of the various sub-dimensions of perceived risk and perceived value, and their influences on consumers' behavior intention. The results indicate that psychological risk, social risk and financial risk will significantly affect behavior intention, among which, psychological risk conducts the most affect: The author also shows some solutions to reduce the risks. All these conclusions provide a specific value to the credit card companies.And on the sub-structure level of the perceived value, the reputation value and emotional value are of relatively stronger influence on behavioral intention. So credit card companies should make efforts to create a good social image and brand reputation and try to establish a professional, safe, responsible and efficient image to consumers. The importance of emotional value means they should provide more entertainment, pleasure, fashion value of credit card to their target market.This research also advice the credit card organizations positively pay attention to the involvement of consumers. They can use the product differentiation strategy, establish unique characteristic, and provide convenient information and knowledge to college consumers in order to make a promotion of consumer involvement. This proposition is quite novel and effective in the industry.