摘要
信用卡发卡量猛增,但20%的激活率却让人茫然,虽然针对信用卡的研究众多,但缺乏从消费者态度、意愿和行为的角度来剖析睡眠卡的成因及其激活措施。本研究基于技术接受模型理论,利用结构方程模型分析了信用卡相关知识、感知方便性、感知实用性、感知风险、金钱与信用态度、信用卡态度等对信用卡开卡意愿的影响。
So more people have applied for their credit cards, however only 20% are activated. Although there are many researches on credit card, there lacks of researches on why there exists dormant credit cards and how to activate them by studying credit card owners＇ behavior. The paper studies how credit card use is influenced by related credit card knowledge, perceived ease of use, perceived usefulness, perceived risk, money＆credit attitude and attitude to credit card.
出处
《中国工业经济》
CSSCI
北大核心
2008年第2期104-112,共9页
China Industrial Economics
关键词
感知实用性
感知方便性
感知风险
信用卡知识
信用卡态度
使用意愿
perceived ease of use
perceived usefulness
perceived risk
related knowledge of credit card
attitude to credit card
behavior intention
