Research About The Impact Of External Stimulation Upon Revolving Credit Using Behavior: Moderating Role Of Credit Card Attitude And Materialistic Values

Credit card brings consumer convenient, safe,"painless" shopping experience as well as lotsof social problems, such as credit debt. Statistics from the relevant departments show theexcessive use of revolving credit is one of the major reasons for credit debt. Though revolvingcredit accounts most for bank credit card profits, banks may not be able to get benefits due toirrational overused of revolving credit, but may fall into bad situation difficult to control instead.Thus, the study of formation mechanism of consumer revolving credit behavior has importantsignificance.This study uses the SPSS17.0to carry out descriptive statistical analysis, correlation analysis,reliability and validity analysis and regression analysis on the data of questionnaire and establishthe formation mechanism of revolving credit use behavior from consumer behavior perspective.The study focus on researching the impacts environmental factors (external stimuli) have onrevolving credit use behavior and the control response of personal traits (materialistic values andcredit card attitude).The results show that external stimulation has a significant positive effect onconsumer revolving credit use behavior. Materialistic values and credit card attitude (cognitionattitude/emotional attitude/behavior attitude) positively regulates the effect above. Theconclusion of this study, not only has the reference significance for bank credit card marketing,but also has certain value to the bank credit card risk control. The study also aims to sound thealarm for those excessive uses of revolving credit leading to the credit liabilities; advocate thepolicy departments to develop effective policies to create a healthy culture and policyenvironment for the development of the credit card.