Impact Study Of The Perceived Risk Of The Population Of Different Lifestyles On The Amount Of Credit Card

As a strategy to add revenues and improve brand image, the credit-card service has been playing an important role in people's life. And the percentage of mobile credit card services in whole revenues of banks is constantly enlarging. The consumers' expense by credit card will directly reflect their purchasing behavior. Therefore, the study of the expense by credit card will prove useful for banks to make marketing strategies.On the basis of literature review, we find that studies and articles of concentrating on the credit card services in terms of the consumer are limited, and studies about the expense by credit card are even more limited. This paper,based on previous researches , provides an integration of life-style and risk perception on credit card, trying to find out the relations of life-style and risk perception with the expense by credit card; Additionally, it also carries out an classifying research on the influence of lifestyle on the risk perception and the interactions between them.This research adopts both nominal analysis and empirical analysis to conduct research. With the goal of solving the above problems, this paper puts forward the hypotheses and carries out investigations on more than 400 credit card users in several cities in China. In the data analysis, the author adopts the software of AMOS 5.0 and SPSS 11.5 to do factor analysis, reliability analysis, CFA, cluster analysis, ANOVA, bivariate correlations analysis, linear regression analysis.On the basis of data analysis, the paper tests the hypotheses and draws out some meaningful conclusions. Concerning the conclusions which are drawn by this research, the paper offers reasonable explanations. The main conclusion is showed as follows:1. Consumers' risk perceptions have negative effect on the purchasing expense; And, the effects of financial risk, psychologic risk and time risk are significant, while effects of performance risk and social risk are not significant;2. Consumers' lifestyle does have influence on the risk perception,the expense and the interactions among them.Based upon these conclusions, this paper also puts forward some insights and suggestions which are valuable to refer for banks, trying to provide a sound theoretical and practical foundation for further development of the credit card industry.