| The internal and external economic situation recently cautioned that we must adjust the economic structure。Expanding domestic consumer market is the only way to the sustainable economic and social development。The current results ignored the practice of consumer credit analysis and research on the behavior of consumer credit, and therefore the research of the willingness of consumer credit behavior has important theoretical and practical significance。The theoretical model of behavioral intentions in social psychology is the theoretical basis of the willingness of the consumer credit behavior。This article focuses on the three most important, most behavioral theoretical model:"Theory of Reasoned Action","Theory of Planned behavior", and" Technology Acceptance Model"。 It is necessary to take into account the non-behavior and attitude factors (such as the level of financial knowledge, opportunity, self-ability factors), but also taking into account the subjective norm important variables significantly and weighing the usefulness and explanatory power of considering the model, so it is the most appropriate to use the TPB theoretical model。Before the analysis of influencing factors of the consumer credit behavioral willingness, firstly we should analyze the factors which affect consumer credit。 The problems from consumers, financial institutions, consumer credit markets, and macroeconomic environment restrict the deep development of China’s consumer credit market。The weak behavioral willingness restricts the development of the consumer credit。The introduction of the measurement model is used to analyze influencing factors。According to the TPB model, we can divide the variables of consumer credit behaviors into three categories:attitude variables (financing preference, ATI), subjective norm variables (social consumption idea, IDEA) and perceived behavioral control variables (age, education, credit card coverage, household spending, expectations of future income and household status)。Based on research by the Sichuan region of284sample data, we use probit model and logit models to identify the significant variables of the willingness of the impact of consumer credit behavior。We use Eviews6processing the sample data。With the regression of the probit and the logit, we can get the following conclusions:the residents of household, education, the use of credit cards, the financing preferences and the expectation of income are significant factors。The age of residents, the household expenditure and the social consumption idea are insignificant factors。According to the empirical findings and research data, we put forward such proposals:improve the quality of urbanization, increase infrastructure investment in education, optimize the procedures and processes of consumer credit, develop the credit card market, enhance public knowledge of modern finance, change consumer habits and consumer willingness, and keep the economic growth and the confidence of people。... |
