信用卡提现行为的心理影响因素研究.pdfVIP

暨南大学硕士论文 消费者心理学视角下的信用卡提现行为倾向影响因素研究 摘 要 随着信用卡业务的不断发展，信用卡在中国的市场潜力不断增大，业内竞争 也变得空前激烈。信用卡提现作为信用卡基本业务当中的一项衍生业务，越来越 受到发卡机构的关注。然而信用卡提现业务相关的研究在国内外都比较少，相关 的实证分析尚且没有。理论研究的匮乏以至于发卡机构在扩展本项业务时遇到了 瓶颈，难以找到突破口。 本文力图以消费者为中心，在大量的信用卡和消费者心理学相关文献的基础 上，得到一个有待检验的研究模型。通过问卷调查的方法进行数据收集，然后利 用相关分析、方差分析和因子分析等统计方法，对影响消费者进行信用卡提现行 为倾向的因素进行实证分析，通过实证分析的结果对前述研究模型进行调整，以 获得本文的信用卡提现业务影响因素模型。研究发现人口统计因素中年龄、学历、 职业和收入情况的对信用卡提现倾向均有显著影响；态度和使用需求对信用卡提 现倾向有正向显著影响；感知风险有显著负向影响。 本研究的结论为发卡机构的信用卡提现业务提供了基于消费者的实证研究 数据支持，为发卡机构信用卡提现业务开展重点提供相关建议，即：根据人口统 计因素结果进行目标客户的筛选，锁定营销客户目标，以改变消费者对于本项业 务的态度，降低其感知风险为目的，加大宣传了力度，促进信用卡提现业务的改 善与发展。 关键词：信用卡提现 态度 感知风险 使用需求 I 暨南大学硕士论文 消费者心理学视角下的信用卡提现行为倾向影响因素研究 Abstract With the development of the credit card business, credit card market in China is increasingly expanding so that the competition becomes fiercer. As a derivative of the basic services, credit card withdrawal has received more and more attention of those company which issue cards. However, the domestic theoretic researches on the credit card withdrawal are as few as the foreigners, not to mention the empirical analysis .The lack of theoretical researches caused the companies a bottleneck in the developing process: theres no way out. This dissertation establishes a consumer-centered model to be tested based on rea ding a large number of literatures on credit card and consumer psychology.In order to carry on the empirical analysis of factors that lead to customers withdrawing money f rom their credit card accounts,three different methods were employed in accordance with the quantitative data collected by using the survey questionnaire,including Correl ation, ANOVA and Factor Analyze. Therefore, based on the outcome of empirical analysis, factor