A Study Of Credit Card Use Behavior And Its Influencing Factors Of Urban Residents

On the basis of the development of the credit card industry development and sorting about the existing research, this paper proposes the hypotheses. And then, combined with the data surveyed in Nanjing, it explores the mechanism of various factors which affect credit card holders’holding and application behavior by using path analysis model.The result shows that the three psychological factors which include future income expectations (Exp), the attitude toward the credit card (ACC) and the attitude toward money (AM) can affect customers’credit card holding behavior (HB). On one hand, Exp and ACC can bring a significant affluence on HB. On the other hand, AM can bring little affluence on HB. At the same time, life style slightly affects application behavior of the credit card and significantly affects holding behavior of the credit card.For demographic characteristics, it is the top three (educational level, personal monthly income and marital status) that totally affect the credit card holders’ behavior. Meanwhile, it is marital status, age and educational level that significantly affect the credit card application behavior. Occupation and gender only takes an indirect impact on the credit card holders’ behavior. It is the same with the household registration and personal monthly income on the credit card application behavior then the other variables take not only direct but also indirect influence on the credit card holders’holding and application behavior. The impact of household characteristics on the credit card holders’ holding and application behavior is less than the impact of demographic characteristics and the impact on holding behavior is less than the impact on application behavior. The social environment takes a significant influence on the credit card holders’ and there is mostly direct influence. Then the other factors apparently impact the credit card holders’holding and application behavior especially the former.Above all, this paper proposes several measures and recommendations. Firstly, it is must to strengthen the marketing management and improve the effective user rate. Secondly, it is a good idea to enhance the residents’ understanding of the credit card and help them to establish a correct concept. Lastly, it is need to increase cooperation merchant and the credit card value, then facilitate the repayment channels.