Effects Of Money Attitude And Credit Card Attitude On Credit Card Consumption With Different Lifestyle Patterns

As a product of the development of social economy and a new form of payment, credit card has been playing an important role in people's life. The main purpose of this paper is to to examine the credit crad consumption behaviors of white collars who are the high quality customer groups and to find out which are the major factors effect it. This thesis selects money attitudes and credit card attitudes which are based on psychology to find out the relationship between money attitudes, credit card attitudes and credit card usage through literature review,and to find out the key factors which effects credit card usage.Based on previous researchs on credit card usage, this paper select the white collars whose consumption ability are strong as the research object, trying to find out the relationships between money attitudes,credit card attitudes and credit card usage through an empricical study of questionnaire survey.First,the factors of money attitudes and credit card attitudes were studied in this thesis,and its efficacy and stability were tested in China. And then,based on a number of related literatures,this paper put forward hypothesis and construted measurement model. Additionally, it also carries out an classifying research on the influence of lifestyle which affects the behavior of consumer on money attitudes,credit card attitudes and credit card usage.The result of the empirical study suggests that affective,behavioural and congnitive attitudes toward credit card are the key factors which effect credit card usage, and have positive effect on credit card usage. "Distrust" of the money attitudes has negative effect on credit card usage, "Power-Prestige has positive effect on credi card usage, while effects of "Retention-Time" and "Anxiety" are not significant. This paper also finds out that the factors which effect credit card consumption are different between different lifestyle patterns of consumers.Based upon these conclusions, this paper also puts forward some insights and suggestions which are valuable to refer for commercial banks, In the end,the thesis points out the achievements and limitations of the study,expecting to provide realistic support for actual marketing practices and to set an example for further research.