Students use credit card consolidation Behavior Model

• Main Authors: Lin wei han, 林韋翰
• Other Authors: 林錦郎
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/17247007334029032789

碩士 === 高苑科技大學 === 經營管理研究所 === 98 === In this study, the above theory of planned behavior (Theory of Planned Behavior; abbreviated TPB) analysis, then a literature review and survey papers by searching out the students used a credit card that may affect the behavior intention of the main factors to construct a "credit card consolidation behavior of college students intention model "to verify the TPB theory using a credit card for college students the explanatory power of behavioral intention, to this study on the practical management help for credit card industry as a sales strategy to set the considerations. Statistics showed that university students "attitude", "subjective norm", "perceived behavioral control" and other beliefs, the use of credit cards will indeed have a significant impact behavioral intention, which "attitude" for the acts of faith intention of significantly higher ; followed by "perceived behavioral control", and "subjective norm" of the least significant; for the descriptive analysis showed that: 1. Attitude, Belief and analysis of more than 65% of college students are asked to keep a positive attitude items, only 10 % of students held a negative attitude. 2. Subjective normative beliefs of more than 67% of the students will listen to (friends, colleagues) the views of the more than 63% of the students held positive attitudes, which means that the surrounding environment or organizational groups affect college students use credit cards force. 3. The analysis of perceived behavioral control beliefs, more than 70% consider themselves to have sufficient financial capacity and self-control of external resources to engage in credit card behavior. 4. Behavioral intention of 62% of the students in the short term will have to use credit cards. The study results indicated that college students will be "attitude, subjective norm, perceived behavioral control" beliefs influence behavioral intention to use credit cards, it is suggested: 1. "Attitude" of the proposal - suggested that the domestic credit card industry, the design of the program should be continued the humane use of repayment, and gifts to enhance the quality, to increase the students will use credit cards. 2. "Subjective norm" of the proposal - the proposed credit card industry, in addition to maintaining brand reputation, product packaging and marketing of advertising as deeply moving as well as business people use the Internet and other marketing channels to get the credit card consumers. 3. "Perceived behavioral control" of the proposal - the proposed credit card industry can strengthen cooperation with the super-business alliance to provide students who facilitate the payment method, and strengthen sales and service.