The Research On Credit Card Holder’s Irrational Behavior

With China’s rapid economic development as well as the financial market gradually opening, the domestic and international financial institutions to quickly capture the Chinese retail market, began to issue credit cards, grabbing the credit card market share. China has become the world’s fastest growing credit card business, the development of the market with the biggest potential. However, in the credit card business of our country the development of blowout at the same time, all kinds of credit card development problems are also exposed, and be the first to bear the brunt of credit card consumers irrational consumption problem. Therefore, we must face up to the problems, as soon as possible to find a solution to consumers irrational consumption problem.This article through the questionnaire survey form to collect the credit card consumption attitude, influencing factors and characteristics of consumer behavior and other related data, analysis of data, is proposed and verified by our Credit Card Cardholder irrational consumption and influence factors, measurement of various factors and irrational consumption between the correlation degree, summed up the irrational the cardholder’s consumer behavior characteristic and psychological characteristic, finally from the regulators, banks and cardholders three aspects proposes the prevention of Credit Card Cardholder irrational consumption proposals and measures. The main content of this paper includes the following aspects.1) It researches the present development of the credit card business in China, and analyzes the shortages and risks in the developing of China’s credit card business. Then it proposes the necessity of preventing and avoiding the irrational consumption of credit card holders.2) Through the research of credit card consumer theory, it defines the rational and irrational credit card consumption. In the basis of deeply studying the consumer behavior theory, consumer decision-making theory and the relevant behavioral economics theory, it proposes the effect factors of the credit card irrational consumption. In the form of data analysis it verifies the relevant effect factors, and measures theses affect factors and the effect between these factors and the irrational consumption. 3) It sums up the consumption behavior feature and their psychological characteristics of irrational card holders, and gives its explanations from the behavioral economics. At last it proposes the advices and measures to guide the irrational consumption of credit card holders according to these behavior features and their psychological characteristics.