摘要
信用卡业务在我国起步较晚，1978 年信用卡业务才正式在中国兴起，1985 年中国
的第一张人民币信用卡首次发行，标志着我国信用卡业务的正式开始。在此之后，我
国的信用卡业务不断发展壮大。为了促进信用卡的发行，一些主要城市的地方政府及
地方财政也纷纷采取政策措施加速扶持和促进信用卡业务发展，积极改善用卡环境，
引导和鼓励持卡消费，以促进当地经济增长和消费市场的繁荣。
各家商业银行为了扩大市场份额，吸引更多的客户，纷纷采取各种营销方式进行
促销，提高银行的办卡量。但是据统计资料显示，中国信用卡的激活率非常低，只有
20%左右。而按如此低的激活率测算，整个市场将有近百万张信用卡处于“睡眠”状
态。大量的“睡眠”信用卡给社会资源尤其是金融资源造成了巨大浪费，也给发卡银
行带来巨大的精力和金钱损失。
为此本文试图通过查阅国内外研究文献，了解前人的信用卡使用行为的相关研究，
并找出影响信用卡使用行为的因素。并在理论研究基础之上开发量表，通过发放调查
问卷收集数据的方式，并结合宜春市居民使用信用卡的具体情况，将浦发银行与交通
银行信用进行比较分析，分析浦发银行信用卡的优劣势，同时分析影响因素对信用卡
使用行为的影响机制针对调查结果提出行之有效的改善措施，提高浦发银行信用卡的
市场竞争力。通过实证分析表明，宜春市居民对交通银行信用卡可用额度、优惠政策、
产品创新、态度认同度均高于浦发银行信用卡；通过线性回归分析，得到结论可用额
度、优惠政策、产品创新、服务质量、态度对信用卡用户的使用行为具有正向影响关
系。
关键词： 信用卡；使用行为；因素；居民；态度II
ABSTRACT
Credit card business in China started late, not formally 1978 credit card business in
China, in 1985 China&39;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&39;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, productIII
innovation, 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.
Key Words: Credit Card; Usage Behavior; Factor；Residents；AttitudeIV
目 录
摘要.................................................................................................................................I
ABSTRACT......................................................................................................................II
1 导 论.................................................................................................................................1
1.1 问题的提出...........................................................................................................1
1.2 研究意义...............................................................................................................2
1.3 研究的内容...........................................................................................................3
1.4 研究方法...............................................................................................................4
1.5 研究的创新之处...................................................................................................4
2 相关理论基础及文献综述............................................................................................. 6
2.1 理论基础...............................................................................................................6
2.2 文献综述...............................................................................................................8
2.3 研究述评.............................................................................................................11
3 研究设计........................................................................................................................13
3.1 研究对象.............................................................................................................13
3.2 信用卡使用行为测量指标选取.........................................................................13
3.3 问卷设计.............................................................................................................14
4.数据分析....................................................................................................................... 16
4.1 数据收集.............................................................................................................16
4.2 人口统计特征分析.............................................................................................16
4.3 信效度分析.........................................................................................................18
4.4 统计分析.............................................................................................................22V
4.5 线性回归分析.....................................................................................................25
4.6 研究结论.............................................................................................................26
5 对策研究........................................................................................................................29
参考文献.......................................................................................................................... 34
附录 调查问卷................................................................................................................. 36
致 谢................................................................................................................................. 38宜春市居民浦发银行信用卡使用行为研究
1
1导 论
1.1问题的提出
信用卡业务在我国起步较晚，1978 年引入中国并逐渐进入居民的生活，成
为一种交易支付方式。1995 年以前，由于很多配套设施和技术不全面，虽然准
贷记卡发展迅速，但是真正意义上的信用卡仍未正式发行。随着网络不断发展，
全国也在不断全面实现联网通