信用卡分期付款消费倾向的实证研究.doc

PAGE PAGE 34 摘 要 随着我国信用卡业务的快速发展，新型的信用卡业务模式涌现。发卡机构的竞争重点已经从发卡规模转入新业务的拓展。信用卡分期付款业务作为信用卡基本业务中的一项衍生业务，越来越被发卡机构所关注。然而，信用卡分期付款业务的相关研究基本停滞在定性分析上，结合消费者心理理论的实证分析更是空白。理论研究的缺乏导致当前部分发卡行在信用卡分期付款业务的发展方面遇到了瓶颈，无法找到业务增长的突破点。 本文站在消费者的角度，在近年来国内外消费心理学相关理论研究的基础上，以消费心理学理论为出发点，设计心理学测量值，并采取当前最流行的网络调查方法实施调查。文章利用方差分析、因子分析等统计方法，对消费者进行信用卡分期付款消费倾向的因素进行了实证的分析，并且建立了信用卡分期付款的使用需求、满意度和风险知觉三大心理因素与分期付款消费倾向的关系模型。研究发现人口统计因素中性别、年龄、学历、职业和收入情况的不同对信用卡分期付款消费倾向均有显著的负向影响；使用需求和满意度因素对分期付款倾向有正向影响；风险知觉有显著的负向影响。进而发现满足心理需求、满足金钱需求、商品满意度、服务满意度、支出风险、功能风险以及社会风险均对分期付款倾向有显著影响。 本文研究的结论为发卡机构的信用卡分期付款业务提供了基于消费者的实证研究数据支持，为发卡机构信用卡分期付款业务开展重点提供相关建议，促进信用卡分期付款业务的改善与发展。 关键词： 信用卡分期付款 消费心理 方差分析 Abstract With the rapid development of Credit Card in our country, more and more new types of card businesses have appeared accordingly. Many card issuers have turned the focuses of card-issuing scales into new-businesses exploration. More and more card issuers draw their attentions on a newly-appeared card derivative business – credit card installment. However, the correlation studies of card installment stopped at qualitative analysis, and it is even a blank space in practical analysis combining with consumers’ psychologies. The lack of this theoretical studies lead to the bottleneck of their card-business development, thus they cannot find out an effective way to promote their card business. From the angle of the consumers, the author of this article designed the psychological measurements on the basis of the relative consuming psychology theoretical studies home and abroad. And a most popular way of investigation has been adapted herein, i.e. online investigation. The statistical methods, such as variance analysis and factorial analysis, are used herein for the practical analysis on consumers’ propensity to consume; and a relational model has been set up between the three psychological factors (i.e. demand of utilization, degree of satisfaction, and risk perception) and card installment trend. The research shows that vital statistics,