Research On The Credit Card Using Behavior Of SPD Bank Of Yi Chun City Residents

Credit card business in China started late,not formally 1978 credit card business in China,in 1985 China's first a renminbi card issued for the first time,marked the official start of the credit card business in China.After that,the continuous development of credit card business in China.In order to promote credit card issuer,some major cities in the local government and local governments have also adopt policies and measures to accelerate the support and promote the development of the credit card business,actively improve the card environment,guide and encourage card consumption,so as to promote local economic growth and prosperity of the consumer market.Banks in order to expand market share,attract more customers,and are taking all kinds of marketing promotion,improve the bank to do card quantity.But according to statistics,China's credit card activation rate is very low,only about 20%.And according to such a low activation rate is calculated,the market there will be millions of credit card in the "sleep" state.A large amount of "sleep" credit card caused huge waste to social resources,especially the financial resources,to the issuing bank also bring huge loss of energy and money.In this paper,through the study of domestic and foreign research literature,to understand the previous research on the use of credit card behavior,and identify the factors that affect the use of credit card behavior.And the development of scale based on the theoretical study,through questionnaires to collect data,combined with the specific conditions of Yichun city residents to use credit cards,the Shanghai Pudong Development Bank and bank credit for comparative analysis,analysis of the advantages and disadvantages of Shanghai Pudong Development Bank credit card at the same time,the analysis of factors affecting mechanism of credit card usage behavior is put forward effective improvement measures according to the results of the survey,improve the market competitiveness of Shanghai Pudong Development Bank credit card.The empirical analysis shows that Yichun residents in the bank credit card is the availability of credit,preferential policies,productinnovation,attitude and recognition of degrees higher than the Shanghai Pudong Development Bank credit card;through linear regression analysis,get the conclusion the availability of credit and preferential policies,product innovation,service quality and attitude of the credit card user behavior has positive effect.