Consumer Credit Card Willingness To Use Factors Research

Credit card, which was generated in developed countries and widely popular all over the world, is an advanced payment procedure and a new way of consumption credit. It is not only convenient but also can stimulate the consumption and promote an economic growth. Credit card has been introduced in China for more than 20 years. Although most of the banks have used different ways to promote their credit cards, only l%-2% of the population have adopted them. Moreover, it is estimated that 80% of these cards are "sleeping card". Therefore, researches focusing on what factors influence customers' adoption of credit card and how to promote their usage frequency become very important and urgent.After reading literatures on Theory of Reasoned Action (TRA), Theory of Planned Behavior (TPB), Technology Acceptance Model (TAM), Innovation Diffusion Theory (IDT), Decomposed Theory of Planned Behavior (DTPB) and theories related to Involvement, we construct the conceptive model of our research which is base on TAM and introduced in consumer innovation and several important factors from DTPB to discuss influential factors and the extent to which consumers are affected. We also add Involvement as an adjust variable. There are 281 copies of valid questionnaires for this research, and we apply SPSS to deal with these data.The results show that the reliability and usability of the model are enough. Findings of this research indicate that perceived usefulness, perceived ease of use, compatibility, financial risk, subjective norm, consumer innovativeness directly affect the usage attitude of credit card, and attitude, perceived usefulness, perceived facilities, privacy risk, consumer innovation directly affected the usage intention of credit card. We also prove that attitude is the mediation in the model. Involvement is proved to adjust the relationship between perceived usefulness, privacy risk, perceived facilities and usage intention of credit card.In the end of this paper, we put forward several proposals for promoting and spreading credit cards based on this research.