The Consumers’ Decision-making Process Of Application For A Credit Card And Its Influencing Factors

In the1950s, the first credit card was born in the United States, now the credit card iswidely accepted in more than95%of the world’s countries after50years of development,more than one billion people are using the credit cards. In the1980s, with the developmentof market economy,reform and openness, the credit card began to come into China, comeinto the life of Chinese people, as the electronic and modern consumption financial paymenttool. With the support of the people’s Bank of China, the China Banking RegulatoryCommission and other regulatory departments, under the actively promoted by variouscommercial banks, for over20years, the credit card has gradually been accepted by China’sconsumers, acceptance environment has been improved gradually and sound.Since2003, China’s credit card market is developing and optimizing, the credit cardmarket is in a thriving trend. But there are also unsatisfactory factors.Firstly, this paper sorts out and study the theory of credit cards and consumer purchasedecision-making process and influencing factors, followed by the in-depth interviews study ofdecision-making process and influencing factors for consumers to apply for a credit card, andthen builds a model of the decision-making process of application for a credit card andinfluencing factors. Combined with China’s credit card marketing management status andexisting problems, according to the different stages of consumers to apply for a credit carddecision process and the different impact factors in different stages, this paper givesmarketing strategies recommendations for commercial banks.The paper is divided into five chapters.The first chapter is an introduction, mainly studies on the research background, researchquestions, research significance, research train of thought and research methods.The second chapter is the literature review, and it introduces the theoretical backgroundand the research basis. First, it combs the literature review of the credit card, and then combson the literature review of consumer purchase decision-making. Third, this paper reviews andorganizes the domestic credit card consumer behavior research. Fourth, on the basis of thecredit card-related literature and consumer purchase decision-making literature combinganalysis to define the concept of the consumers’ decision-making process of application for acredit card.The third chapter is the design and implementation of in-depth interviews. The in-depthinterview is the most important research method that used in this paper, and it is also the mainresearch method. This part includes the program design of before the main interview and theimplementation of in-depth interviews.The fourth chapter is the data analysis. By in-depth collation of the interview survey data, this paper analyzes the consumers’ decision-making process of application for a credit cardand its influencing factorsThe fifth chapter is the concluding part. It first summarizes the data analysis results,trying to build a model of the decision-making process of application for a credit card andinfluencing factors. Secondly, recommendations and countermeasures of China’s commercialbanks to credit card marketing and management are given. Finally, the limitations of thisstudy are described.