信用卡开意愿和使用频之率影响因素(doc 36页)
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信用卡开意愿和使用频之率影响因素目录：
一、问题提出………………1
二、文献回顾与研究假设………………2
三、研究方法与样本数据………………14
四、结构方程模型检验………………20
五、研究结论与启示………………24
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信用卡开意愿和使用频之率影响因素内容摘要：
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使用意愿的影响。
More and more people have applied for their credit cards; however, only 20% are activated. Although there are many researches on credit card, there is a lack 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.
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