The Impact Of Money Attitude And Susceptibility To Peer Influence On Credit Card Useage University Students

As an advanced billing means and payments tool, credit cards become popular in China, more and more consumers join the credit cards group. University students will be the main users of credit cards as they are the main consumption people. The main purpose of this study is to examine the potential customers of the bank and cards issuers, university students, the main impact factors of the credit cards use. Through the reading of previous research, this study selected two psychological variables, money attitude and the susceptibility of peer influence. Based on the fishbein attitude model, this paper try to find out the relationship between the two factors and credit cards use, expecting find out the key factors of the use of credit cards from a deeper view.Based on the previous study of the credit cards usage, this paper select the mature scale items of the money attitude and the susceptibility to peer influence and design the questionnaire, then prove the reliability of the scale used in China. The empirical research is carried out by the form of questionnaires. Due to the consideration of time and cost, the research face to the simple sample, the students of Shanghai Jiao tong university. After the collection of the data, we analysis them by the statistics software and the statistics formula, such as independent samples T test, variance test and structural equation model to verify the assumption. The thesis describe the definition of the money attitude and susceptibility of peer influence first, propose the assumptions based on the previous study, the model of the relationship between different dimension of money attitude and susceptibility to peer influence and credit cards usage. The result showed that the money attitude is the key factors and have a significant positive influence, but susceptibility to peer influence doesn't have a significant impact on credit card usage, which maybe is the most meaningful finding in this paper The research also find out that the consumers with different background have a different money attitude and credit card usage.Based on these conclusions, the paper raise some insights and suggestions which are valuable to refer for commercial banks, and have a significant value to the marketing theory, they can also have a rational allocation of marketing resources to enhance the efficiency of marketing strategy, and have a good guide of the marketing practice. 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.