The Research Of Main Credit Card Choosing For Multiple Credit Card Holders

With the continuous circulation growth of domestic credit card, multiple cards held phenomenon in the credit card market become popular. In this paper, the people who hold two or more than two credit cards are called multiple credit card holders. Moreover, the author divides the credit cards into two kinds according to the use frequency. The one is main credit card and the other one is subsidiary credit card. Main credit card refers to the card with high use frequency, otherwise the card with low use frequency are called subsidiary credit card. The research shows that main credit card brings more profits than subsidiary credit card. Therefore, theory research of the factors which influence use frequency of credit card of multiple credit cardholders has important significance to promote banks to publish credit cards.There were many academic research on credit card, but they mainly focused on consumer development, overdraft limit, risk control management and how changeable credit card rates influence the consumption of the card holders etc.. There was rare research about multiple credit cards held phenomenon and use frequency of credit card. Furthermore, there was little research about selection process of credit cards and the analysis of the inner drive of multiple credit cardholders.This research adopts the following four methods, such as literature research, qualitative analysis and empirical analysis and comparative research. On the basis of a large number of documentary studies, the author adopts comparative research method to analyze perception difference of multiple credit card holders who choose the cards for main credit card or subsidiary credit card from the perceptive value. The writer establishes main cards choosing research model on the basis of Theory of Reasoned Action and Theory of Planned Behavior, and also introduces the emotional factors. Besides, the author collects data through the questionnaire survey and gives empirical analysis of the hypotheses which are in the research framework model.Therefore, the author gets the following conclusions by analyzing the sample data through SPSS18.0.First, both use attitude differences and attachment differences can bring significant influence on the use frequency of the above two kinds of cards, especially the degree of the customers’attachment. Second, the experiential value and the perceived sacrifice of the multiple credit card holders have important influence on the form of both the differences of use attitude and the attachment degree. Third, the perception additional value and the perceived risk of the multiple credit card holders have little influence on both the differences of the use attitude and the attachment degree. Finally, among the other dimensions of perceptive value, functional value influences the form of the differences of attachment degree the most. However, the differences of symbolic value have negative impact on the differences of attachment degree.The major contribution of this research is as following. First, in order to improve the use frequency of the credit card, the author establishes hypothetical model and introduces emotional factors on the basis of Theory of Reasoned Action. Second, introduce attachment theory of the customers into credit card market and give empirical analysis of the variables, perceived value and use behavior. Third, adopt relative comparison research method to explore the relationship of the relative differences of the various indicators for the multiple credit card holders who have the main credit card and the subsidiary credit card and reflect the sensitivity of the change of the various indicators. The last but not the least, the author explore the inner drive of the multiple credit card holders on how they choose credit card as the main credit card by giving systematic analysis of selection process of credit cards.