A Study On The Credit Card Using Behavior By College Students

Based on the literature review of credit card usage behaviors at home and abroad, the dissertation explored the Chinese mainland college students' "Money Attitude", "Credit Attitude", credit card using behaviors and its influencing factors. The study included some innovation. Firstly, it brought the notion of consumer socialization into the study of college students' psychology-behavior, and it proved that students' money attitude and credit card using behaviors had been affected by "Consumer Socialization", such socialization influence factors included the family's social economic status, the impact source of socialization, and the site (country/county/city) of their families, etc. Secondly, the money attitude and credit card attitude measuring instrument used in the dissertation were localized, whose reliability and validity had been tested by researchers abroad. The college students' money attitude and credit attitude as well as their influence on the credit card using behavior were surveyed using this localized measuring instrument.The results showed that the individuals' socialization affections and the demographic characteristics significantly influenced the college students' money attitudes and the credit card using behaviors; the money attitudes also affected their credit attitudes and the credit card using, while the credit card using behaviors were deeply affected by the credit attitudes. The site of family and the impact source of socialization played the most important role in the college students' social economical and cultural background. The site of family was tested remarkably correlated with "using credit card or not", "using frequency" and "the average consumption each time"; however the impact source of socialization was only significantly correlated with "using credit card or not"; the students with more available money each month were more likely to use credit cards, their using frequency were more likely higher and they were more likely to consume more each time; students who got a higher score on money attitude factor "consumer-enjoyment" and who had favorable attitude towards credit cards were more likely to use credit cards, more likely to use it more frequently and spend much more each time.Some advices were given for commercial banks on marketing of college students' credit cards, meanwhile the limitations of this study were discussed at the end of the dissertation.