Based On The Financial Awareness Of College Students Credit Card Usage Behavior Research

Credit card market in China has more than20years, which has convenient and fashion consumption functions is deeply favored by consumers. In recent years, the credit card market is becoming more competitive,major commercial banks have to expand the target group to the college students,hope to be able to develop their potential customers, therefore the number of college students credit cards is rapid expansion. However, the financial management concept of many college students is weak, blindness application and use of credit cards in cases of do not understand the credit card function, resulting in the phenomenon of sleep cards and over-consumption; while the majority of college students still chose conservative investment and consumption, not actively trying to financial management, the attitude to credit card is neutral. With the risks and problems of college students use credit cards, the relationship between college students financial awareness and credit card usage behavior is worthy to discussion and research in-depth.The paper researched the relationship between financial awareness, credit card attitude, demographic characteristics and other factors of College Students’credit card usage behavior. First, through to review the previous study of the College Students’credit card, combine with the college students’credit card use characteristics, to mature foreign credit card attitude scale and domestic scholars refine financial cognitive bias scale of the basic design of questionnaire, dissemination network questionnaire for data collection; using SPSS.18sorting sample data and analysis of financial awareness, credit card attitudes, demographic characteristics and other factors on the behavior of college students credit card. Trough empirical study, the results show that:credit card attitude of college students credit card use behavior have a significant positive impact; Financial awareness on College Students’credit card use intention has significant positive influence, but the effect on the frequency of credit card use is not distinct, in the college students to gain financial education, only banks marketing activities showed a positive correlation on the college credit card use frequency,which is the most meaningful finding in this paper. In addition, the study found that different gender,family seat of college student credit card usage behavior is different, with the previous research results is slightly different,but also the innovation of this paper.According to the conclusions, this paper puts forward suggestions that strengthen the college students’financial education, improve financial awareness, establish scientific financial management concept; the college student credit card market to put forward the corresponding marketing strategy. Refining the innovation and shortcomings of this paper, with reference significance for the follow-up study.