Based on the theory of planned behavior, the study explores the factors influencing the will of consumers’ use of credit cards and develops a model to investigate consumers’ credit card usage intention by means of a structural equation model. The results show that consumers’ attitude towards the credit card and it’s perceived behavioral control have a material impact on consumers’ intention to use credit cards. Moreover, the study has divided the attitude towards credit cards into the attitude toward convenience, money and credit. The results of this empirical analysis show that the attitude towards convenience has an important influence on consumers’ credit card usage intention. And this distinction is reasonable and essential.
王大海, 姚飞, 郑玉香. 基于计划行为理论的信用卡使用意向分析及其营销策略研究[J]. J4, 2011, 8(11): 1682-.
WANG Da-Hai, YAO Fei, ZHENG Yu-Xiang. A Study on Credit Cards Usage Intention and Its Marketing Strategies Based on Theory of Planned Behavior. J4, 2011, 8(11): 1682-.