External Stimuli, The Relationship Between Irrational Consumer Behavior Of The Consumer Decision-making Style With The Credit Card

With the standard of material and culture life increasing and the trend of economic globalization and international market arriving, the consumer field of our country has take place profound changes, people's idea and pattern of consumption also have changed greatly. Consumer behavior is growing variety, advanced and modern. Non-rational consumer behavior is getting worse. The emergence of credit cards, bringing a new consumption patterns and consumer experience, while credit card consumption has also brought many problems:such as excessive overdraft, not repay on time and becoming a card slave and so on, credit card irrational consumption has quietly been a social problem. Therefore, it has practical significance to study the influence factor of credit card irrational consumption and prevent credit card irrational consumption.Research Objectives:To understand the status of the generation after 80s'credit card of irrational consumer behavior; To reveal the internal relations among external stimuli, consumer decision-making style and credit card irrational consumption; To provide a theoretical basis and reference for preventing credit card irrational consumer behavior.Research Methods:On the basis of considerable review work on related researches conducted at home and abroad, college students, graduate students and staff three types crowd of 80 after are measured and surveyed using the external stimulus scale, consumer decision-making style scale, and self questionnaire of credit card irrational consumption, with the help of SPSS 16.0 statistics software.Research Results:Between external stimuli and credit card irrational consumption was a significant positive correlation, the correlation coefficient was 0.286; Between consumer decision-making style and credit card irrational consumer behavior was a significant positive correlation, the correlation coefficient was 0.409; Between external stimuli and consumer decision-making style was a significant positive correlation, the correlation coefficient was 0.270. Thus, external stimuli, consumer decision-making style are influence factors of credit card irrational consumer behavior; Consumer decision-making style plays an intermediary role in the relationship between external stimuli and credit card irrational consumer behavior. Research Conclusions:The more vulnerable effect of external stimuli, the more likely doing credit card irrational consumption; With novelty-oriented trend, loyalty habits oriented and quality brand-oriented, consumers easier access to credit irrational consumption; External stimuli directly affects the consumer's credit card irrational consumer behavior, while indirectly effecting credit card irrational consumer behavior through consumer decision-making style.