Empirical Analysis On The Effect Factors Of Propensity To Consume By Using Credit Card Installment Payment

With the increasing development of credit card industry in our country, credit card with new function is rushing out. The competion of credit card issuers has changed from the amount of card to developing of new functions. Credit card installment payment is a derived function from the basic, which has been paid more and more attention by credit card issuers. However, the related research of the function has still stayed on qualitative analysis, and the empirical analysis with consumer psychology point on this issue is still a blank space. The insufficient of theoretical analysis causes the development bottleneck of credit card installment business. It's hard to find a break though point to make a significant improvement.The article designed a psychology scale based on consumer psychology theory and the related research of consumer psychology from inner and foreign country. The survey was pursued by using web survey, the most popular way recently. The statistical methods such as ANOVA, factor analyze and Structural Equation Model (SEM) have been used to make an empirical analysis on the influence factors of the credit card installment consumption liability, and to build a relation model between the psychology factors-user demand, satisfaction and risk perception-and credit card installment consumption liability. The study found that demographic segment: gender, age, education, occupation and income devoted significant effects on installment liability; User demand and satisfaction played significant positive effects on installment liability while risk perception devoted a significant negative effect on installment liability. Further more, the study found psychological demand, lucre demand, satisfaction of goods, satisfaction of service, spend risk, function risk and social risk play important rolls on credit card installment liability. The regression parameters displayed the influence degree of each psychological factor.The conclusions of the study provided numerical supports for the card issuers to develope credit card installment payment business, and gave some suggestions on key point of developing the business. Furthermore, gear up the reform and development of credit card installment business.