《北京地区大学生信用卡申办动机研究》-毕业学术论文设计.docVIP

PAGE PAGE 2 l 学士学位论文 论文题目： 北京地区大学生信用卡申办动机研究 作 者： 导 师： 系别、年级： 学科、专业： 完成日期： 年 月 北京师范大学教务处 北京地区大学生信用卡申办动机研究 摘 要 近几年，大学生信用卡市场经历了风起云涌的变化，从发卡机构在校园圈地，到大学生欠贷成被告。大学生信用卡问题凸显的背后是发卡机构与大学生之间的信息不对称，即发卡行没有了解大学生真实消费心理以及还贷能力，就盲目地推出大学生信用卡。本文是从大学生消费心理方面来研究大学生申办信用卡的行为，将申办信用卡作为购买行为，以实证研究的方法，研究大学生的个体因素、经济与社会因素、个人价值观以及对信用卡的态度几个影响购买动机的因素与信用卡申办的关系。经研究发现，大学生的性别、月生活费水平、家庭所在地、家庭所在社会阶层、经济来源、价值观，以及对信用卡的态度均与信用卡的办理有相关性。通过本文对大学生信用卡申请动机内在影响因素的调查和研究，可以使国内发卡机构多维度地了解大学生群体消费心理，从而为信用卡的投放策略和营销方式提供依据，使其实现更精准的市场投入并实现收益。 关键词：信用卡 大学生 消费者动机 价值观 The Study of Motives for the Application of Credit Cards of Beijing College Students Abstract During recent years, the credit cards of college students have gone through great changes. At the beginning many banks intend to occupy the market of university campus, but many students become defendants because of credit debt. The deep reason of the problem is that the information asymmetry between banks and college students. That is the banks promote credit card to college students without knowing their real consuming psychology and the ability of serving their debt. This essay studies the application of credit cards from the perspective of consumer psychology, focusing on the relationship between application of the credit cards and consumer motives, including personal factors, financial and social factors, value and attitude towards credit cards. The result of study is that the application of the credit cards relates to the following factors: gender, living expenses, place of family, social class of family, source of income, value and the attitude towards credit cards. The results help the banks know the college students consuming psychology from more perspectives and provide banks the basis of promotion of credit cards and marketing, which is conducive to accurate market inputs and making profits. Key words: Credit cards, College students, Consumer motives, Value 目 录 TOC \t 一级标题,1,二级标题,2 引言 PAGEREF _Toc261766681 \h 1 一、文献综述 PAG