A Study Of The Influence Of Co-named Enterprises On The Intention Of Using Affinity Credit Cards

There are more and more people using the affinity credit card in China since 2003. After a few years’ development, it becomes one of the most important parts of each merchant bank. The affinity credit card has many advantages such as: enrich the effects of credit card; enlarge the markets share, increase profits and so on. But in the same time, the competition among them becomes more and more intense.What’s the most important reason of intention about using affinity credit card? Only few papers mentioned the target point, however, current researches only focus on the customers’ intention of co-named. Based on the research results of the domestic and foreign scholars in related field, in my article, the main factors of consumer intention of affinity credit card are summed up with the brand equity and brand fit. Also, we treated the industry as supermarket and airline as examples to find the effects of that to the affinity credit card.Under the result of theory framework, the author adopted empirical study to examine the conceptual model. By using two independent variables (brand equity and brand fit respectively)、one dependent variable (intention) and one regulated variable (industry). Then, a large number of data were collected through qualitative and quantitative research. Using probability and mathematical statistics methods attentively, a conclusion was reached:brand equity has the positive impact on the intention of affinity credit card; while brand fit has the positive impact on the intention of affinity credit card.The main contents of each chapter are as follows:ChapterⅠ:Introduction. Mainly focuses on topics of background, research methods, research significance, innovation parts and so on.ChapterⅡ:Literature Review. Based on the research of the literature both in China and aboard, the author sort the joint credit cards, brand equity and joint variables fit. Such kinds of relevant studies were reviewed. ChapterⅢ:The theoretical model and research hypothesis. Based on the literature review, this chapter presents the research model and research hypothesis.ChapterⅣ:Research Design and Data Collection. This chapter describes the study of sample selection and research process, scale design and the formation of the questionnaire.Chapter V:Data analysis. This chapter briefly describes the research method used in this study. The data analysis process is divided into two stages:the measurement model and the structural model. At the end of this chapter, the regulation of the preference of using the affinity credit card is discussed.ChapterⅥ:Conclusions and Prospects. Based on results of the analysis in ChapterⅤ, this chapter summarizes the main conclusions of the study, and the prospect of the following study.