A Study On The Behavior Characteristics Of College Students Using Credit Cards

With China’s booming economy,rising incomes and changing consumer habits,the credit card business of commercial banks is growing in China,and gradually involves every field of life.With the development of credit card business,many banks and credit card institutions turn their attention to college students,because college students have certain consumption ability and strong purchasing power.At the same time,college students have not yet independent economic capacity,consumption will be greatly restricted,such a contradiction makes college students have a certain demand for advanced consumption.Campus credit was originally a sharp weapon for college students to advance their consumption,but due to the frequent chaos of usury,"naked loans" and violent collection,which seriously harmed the interests of students and parents,financial regulators began to call for the cessation of non-compliant campus loans,encourage the "regular army"-banks to enter to serve the college students.In view of this situation,the credit card business for college students has certain room for development.Under such a background,this paper makes an in-depth exploration into the behavior characteristics of college students using credit cards,and studies the factors that influence the consumption amount of college students’ credit cards,as well as the influencing factors of overdue behavior,it is of great significance for credit card institutions to explore what characteristics potential users pay attention to.In this article,we select the college students in Wuhan as the subjects of the survey.Wuhan is the largest city and the only subprovince-level division city in central China.And it it an important base of scientific research and education in China.Therefore,it has certain research value.The questionnaire includes the basic situation of college students,the situation of credit card use and repayment,and we use online and offline survey method.Then we can analyze the behavioral characteristics.This paper first carries on the descriptive analysis to the basic situation,usage and repayment of the college students;Then,the credit card consumption amount(divided by interval)is taken as the dependent variable,and the ranking selection model is used to analyze the influencing factors of the credit card consumption amount.Then,the CHAID decision tree model is used to analyze the influencing factors of college students’ overdue behavior in order to find out which behavior characteristics will lead to college students’ overdue behavior.Finally,principal component analysis is used to study the characteristics of credit card which potential college students pay attention to,so as to mine the potential college students’ customers.The conclusion is as follows: firstly,the grade,the monthly disposable fund,the number of credit cards,the time of use,the level of consumption and the frequency of use all have a effect on the amount of consumption,and all have a positive effect.Among them,the use frequency has the most obvious influence.Secondly,the variables that affect the overdue behavior of college students’ credit card include the source of repayment,the type of credit card,whether the bill is installment,the time of use and the way of repayment,among which the source of repayment is the most important.For potential college students,the most concern is whether the credit card has the characteristics of payment discount and security.In addition,the credit card characteristics which different characteristics of people concern about are different.Finally,it is suggested that credit card institutions should perfect the credit card service system in colleges and universities,prevent and control the credit risk,and strengthen the product development,so as to better manage and popularize the credit card products.