【作者】 谢丹；

【导师】 于建原；

【作者基本信息】 西南财经大学 ， 市场营销管理， 2008， 硕士

【摘要】 1985年我国首次发行信用卡。这里所指的信用卡不是一般意义上的银行卡,而是一种由银行或其它财务机构发行的无需预先存款就可贷款消费的贷记卡,是一种可以先消费后还款的信用卡,其与一般银行借记卡的最大区别在于允许一定数额的透支,并且能够为这种透支提供一个月左右的免息期。由于信用卡的“信用”特征,商业银行的信用卡业务主要集中在具有偿还能力的人群当中。自2003年贷记卡元年以来,国内信用卡“圈地运动”日益激烈,各行开始进一步细分与拓展目标群体,发卡银行逐渐将客户群的目光转移到大学生身上。大学生是一类非常特殊的群体,除了父母等提供的生活费外,基本上没有固定收人、居所不够稳定,对银行而言,信用风险较大,管理成本较高。但随着信用卡业务的不断拓展,银行风险管理手段的逐渐成熟,于是一些银行锁定了我国属于“211工程”的重点大学发行信用卡。2004年9月20日,金诚信用和广东发展银行联名发行首张“大学生信用卡”,之后,各银行竞相效法,陆续推出专门针对大学生的专用信用卡,如招商银行的YOUNG卡,兴业银行的加菲猫卡,中信银行的I卡,建设银行的龙卡名校卡,交通银行的Y-power卡等,全日制的高校在校生都可以以个人身份申领信用卡。随着国内各大银行采用降低持卡者门槛的方法来争取更多的大学生持卡,大学生持卡者的增多,带来了许多问题。大学生处于独立意识的快速崛起生理年龄阶段,个性强烈,容易接受新事物,群体性攀比行为强烈,消费欲望强,很容易出现“冲动性购买”行为,即在购物时自身意志力较差,只要有钱就会迫不及待地购买自己喜欢的东西。虽然,冲动性购买不一定都是非理性购买,但非理性购买却主要出现在冲动性购买行为中。当他们出现非理性的冲动性购买时,会给这种时尚的消费行为也带来某些负面影响。最主要影响是发生在超支付能力消费方面,即超过本人与家庭支付能力进行的过度消费,不仅明显增加银行还款风险,使大学生陷入不能维持正常的学习和生活的窘境中,加重了大学生家庭不合理的经济负担,还引发恶意透支等各种经济问题和信用道德危机,而且也为大学生家庭的正常生活带来影响,即现在人们用“卡奴”、“啃老族”、“负翁”等来描述这类现象。更为严重的是,这种消费行为导致的更为严重的后果则是诱发大学生出现诈骗、偷盗等社会犯罪行为。本文主要研究金钱态度各子维度对冲动性购买行为的影响,重点探讨信用卡使用对大学生冲动性购买行为的影响。本文以四川成都地区4所重点高校的大学生为研究对象,采取非随机抽样之方便抽样的拦截访问与深度访问相结合的方法。在大量阅读国内外相关文献的基础上,本文首先描述了金钱态度、信用卡使用及冲动性购买的研究现状。由此本文采用权力-名望、不信任、忧虑、保持时间、信用卡使用及冲动性购买等为主要研究构念,建立了金钱态度、信用卡使用与冲动性购买的理论模型,并运用SPSS12.0和AMOS7.0统计软件对模型进行了实证数据验证,数据分析方法主要采用了描述性分析,信度分析,探索性因子分析,验证性因子分析和结构方程模型分析。研究结果表明,大学生的冲动性购买首先受到金钱态度的直接影响,当大学生将金钱视为一种象征权力并用来作为影响他人及衡量成功的工具和把金钱看成忧虑的来源也是免于忧虑的来源时,大学生会增加冲动性购买;当大学生对金钱的使用保持犹豫不决、多疑、怀疑的态度和使用金钱的谨慎小心时,大学生会减少冲动性购买。同时大学生在持用信用卡后会加剧其“冲动性购买行为”。我们的研究认为与轻度信用卡使用的大学生(理性信用卡使用者)相比,在重度信用卡使用的大学生(非理性信用卡使用者)当中,权力-名望和忧虑与冲动性购买之间关系的显著性程度更高;而与重度信用卡使用的大学生(非理性信用卡使用者)相比,在轻度信用卡使用的大学生(理性信用卡使用者)当中,不信任和保持时间与冲动性购买之间关系的显著性程度更高。本文通过对大学生人群中的金钱态度,信用卡使用和冲动性购买行为之间关系的进一步认识研究为解决大学生持卡后出现的不合理消费问题提供了实务性的策略思路,为制定有关大学信用卡政策和营销策略提供方向,并为信用卡机构和学校帮助大学生正确使用信用卡消费提供引导。全文共由七章内容构成。第一章为前言,主要介绍本研究的研究背景、研究目的、研究价值及研究方法。第二章为文献回顾和研究假设。主要是对有关信用卡使用态度,金钱态度,冲动性购买行为的研究文献进行综述,并根据对以上文献的回顾研究,提出本研究的研究假设。第三章系统介绍了本研究的研究设计。首先,根据文献综述与研究假设建立了理论分析模型,作为本研究的整体研究路径和理论分析的逻辑框架;接着分析了模型中各变量的操作性定义和衡量;然后是介绍了本研究的问卷设计和抽样设计,其中抽样设计部分介绍了研究对象和抽样方法;最后介绍了本研究数据收集方法及数据的分析方法。第四章介绍了本研究的预调研分析。主要介绍了为了使本研究更具有合理性和精简性,检验调研问卷中多项量表的信度和效度,本研究进行了小样本预调研的分析,包括项目分析、信度分析和探索性因子分析。第五章系统介绍了本研究的正式研究分析。首先是运用SPSS12.0软件进行描述性情况分析,包括样本的描述性统计情况和大学生信用卡发卡机构情况分析;其次是对问卷中三个量表(冲动性购买量表、金钱态度量表、信用卡使用量表)信度和效度的检验;再次是采用AMOS7.0软件中的结构方程模型和极大似然估计的方法检验分析本研究中提出的模型及假设,包括总体模型的拟合情况和模型的路径分析,探讨哪些测量金钱态度的维度能使我们更好地理解冲动性购买行为的成因,或是哪些维度是最重要的影响因素;最后是信用卡使用作为调节变量影响金钱态度与冲动性购买关系的调节效应分析,探讨信用卡的使用是否可以抵消或淡化具有负面影响的金钱态度与冲动性购买之间的关系。第六章为本研究的研究结论及建议。首先介绍了本研究的结论是大学生持有的不同的金钱态度影响他们的冲动性购买行为,而信用卡使用作为调节变量的调节效应又会影响金钱态度与冲动性购买之间的关系强度。然后是提出了四项政策与策略建议:开展对大学生正确的持卡消费建议;政府、银行要加强监管大学生信用卡的申请发放过程;建立大学生信用卡体系;加强大学生信用卡产品的学习功能。第七章介绍了本研究的研究局限及未来研究方向。主要包括四个方面:数据代表性、主题延伸、模型拓展、量表的使用。本研究的主要贡献是结合学术与实务层面的需要,把信用卡使用作为调节变量来研究探讨金钱态度和冲动性购买二者之间关系,即把金钱态度、信用卡使用和冲动性购买三者结合起来综合进行讨论研究,把信用卡使用影响中国大学生冲动性购买行为作了一个本土化的实证研究。研究的主题在国内尚无相似的文献存在,希望后续研究者借此研究,在实务层面,可作为国内发行大学生信用卡的银行、政府及有关机构在制定公共政策时参考,避免出现如2003年韩国一样发生信用卡危机;学术理论上,可通过本研究得到的结论,使国内关注或有兴趣的研究者加入进来,一起得到更为完善的研究成果。更多还原

【Abstract】 Credit card, first issued in1985, is not an ordinary sense of the bank cards, but it is a credit card issued by a bank or other financial institution without prior deposits, meanwhile anyone can consume first and then repay the loans. The biggest difference between credit card and the general bank card is that credit card can allows a certain amount of overdrafts, and offer about a month interest-free period for overdrafts. Due to "credit" feature of the credit card, commercial banks’credit card service focuses on the crowd with the ability to repay the loan.Since 2003, domestic credit card "enclosure movement" has become increasingly fierce, at the same time banks begun to further subdivide and develop the target groups, and then gradually transferred their group attention to college students. College students belong to a very special group, who get the daily cost from parents, and basically have no fixed incomes and stable residences. To the banks, they will bear larger credit risk and higher management costs. With the continuous expansion of credit card business and mature management to prevent risk, some banks begun to issue credit card in some national "211 Project" University. On September 20, 2004, JIN Cheng Credit and Guangdong Development Bank jointly issued the first "college students credit card", after that, other banks followed the example, and offered a series of credit cards for college students, such as China Merchants Bank of YOUNG card, Industrial Bank of Garfield card, China CITIC Bank of I card, China Construction Bank of Long card, Bank of Communications of Y-power card and son on, full-time students in universities could apply for a credit card.Domestic banks now ask for fewer requirements to cardholders than before to gain more college students, but the big number of the students-cardholders brings a lot of problems. They are in the stage of physiological age in which their independent conscious rapidly emerges, comparing with others, they have a strong personality and consumption desires, and they are also easy to accept new things and like to catch up with or surpass other fashionable groups. Therefore they are easily misled to have "impulsive buying" behavior. They don’t have enough own willpower when they go shopping, as long as they have some money, they will rush to buy anything they like. Although not all the impulsive buying is irrational buying, irrational buying mainly appears in impulsive buying behavior. When impulsive buying appears irrational impulsive behavior, it will bring some negative effects on this stylish consumption behavior. The main effect is over our and our families’capacity to pay for excessive consumption, which may not only significantly increase the risk of bank loan repayment, make college students in the trouble of subnormal study and life and increase unreasonable financial burden to their families, but also trigger malicious overdrafts, and other economic problems and credit moral crisis, and have influence on normal life of their families. So now we use some words such as "card slaves", "gnawing old clan", to describe this phenomenon. What is more serious is that such behaviors will induce college students to become frauds, thefts, and commit other social crimes.This paper mainly studies effects of the various dimensions of money attitudes on impulsive buying, and focuses on effects of credit card use on impulsive buying among college students. This paper subjects are college students from four universities of Chengdu region, Sichuan province, and adopts combination of interview in school and depth interview of non-probability sample. On the base of reading a large number of relevant literatures both at home and abroad, this paper firstly describes research status of money attitudes, credit cards usage and impulsive buying and constructs the model after taking money, power-prestige, distrust, anxiety, retention time, credit card use and impulsive buying, and demonstrating it with empirical data by adopting statistics software of SPSS 12.0 and AMOS 7.0. Statistical methods mainly adopt descriptive analysis, reliability analysis, exploratory factor analysis, confirmatory factor analysis and structural equation model analysis. Findings suggest that, firstly, money attitudes directly influence impulsive buying among college students. When students regard money as a symbol of power and influence others and consider it as a tool to measure success, and regard money as a source of having and avoiding anxiety, they will increase impulsive purchase; when students use the money hesitatingly, suspiciously, and carefully, they will reduce impulsive buying. On the other side they will aggravate impulsive buying behavior once they have and use a credit card. Our research finds that the relationship between the power-prestige and impulsive buying, and the relationship between anxiety and impulsive buying are stronger among students being irrational credit card users than who are rational credit card users. The relationship between the distrust and impulsive buying, and the relationship between the retention time and impulsive buying are stronger among students being rational credit card users than who are irrational credit card users.Based on further research on relationship among money attitudes, credit card use and impulsive buying among college students, this paper provides practical strategy to solve a unreasonable consumption problem after the phenomenon of students hold credit cards appeared, and provides direction for formulating relevant credit card policies and marketing strategies, and guide credit card agencies and schools to help students proper use of credit card consumption.The full text is composed by 7 chapters altogether.The introduction for the first chapter, mainly introduce background of this study, the purpose of the study, research methods and research valueChapter 2 study for the review of material and research assumptions. It mainly reviews research literature about attitudes on the use of credit cards, money attitude, and impulsive buying behavior, and then based on the above review of the material research, we present research assumptions.Chapter 3 introduces design of this study in detail. First, under the base of material review and assumptions, we establish the theoretical analysis model, and take it as a general path and theoretical analysis of the logical framework; second, we analyze the variables in the model of operational definitions and measurement; third, we introduce the design of the questionnaire and sampling, which includes study subjects and sampling methods; finally, we introduce the research methods of data collection and data analysis methods.Chapter 4 introduces the pre-research analysis of this study. It mainly introduces that we do the small sample of the pre-research analysis to make this study more reasonable and simplified and testing research questionnaire scale reliable and valid, including project analysis, reliability analysis and exploratory factor analysis. Chapter 5 introduces the formal study analysis. Firstly, we use SPSS12.0 software descriptive analysis, including samples of descriptive statistics and credit card issuers situation analysis; secondly, we test the reliability and validity of three scale from the questionnaire; thirdly, AMOS7.0 software is used in the structural equation model and the maximum likelihood estimation analysis method to test and analyze the model and assumptions in this study, including the overall model fitting and the path analysis.Chapter 6 introduces this study’s conclusions and recommendations. First, on the conclusions of this study is that the students of different money attitudes affect their impulsive buying behavior, while the use of credit cards as a moderator with moderate variable effect will influence relationship between money attitudes and impulsive buying. Then we put forward four policies and advices.Chapter 7 introduces future research and study limitations, including four aspects: data representation, extension of the theme, model development and scales use.The main contribution of this paper is the combination academic and practical aspects of the need to discuss the relationship between money attitudes and impulsive buying conceptualizing credit card use as a moderating variable, and provide a local demonstration research on effects of credit card usage on impulsive buying among Chinese college students. There is no similar document exists about the theme of this study in the country, we hope that, through this study, follow-up researchers, in practical level, to provide references for card issuing banks, the government and relevant institution to establish public policies to avoid the same credit card crisis happened in South Korea in 2003; as for Academic theories, through the conclusions of this study, more researchers can pay more attention to or take part in the field research and make the result perfect.更多还原