本文選題：信用卡 + 大學生　； 參考：《天津財經大學》2012年碩士論文

【摘要】：信用卡在中國市場的發(fā)展已有二十多年的時間,其便捷的支付結算、時尚的消費信貸等功能受到廣大消費者的青睞。近年來,信用卡市場的競爭日益激烈,各大商業(yè)銀行紛紛將目標群體拓展到大學生市場,希望能夠培養(yǎng)其日后的潛在客戶,因此大學生信用卡的發(fā)行數(shù)量迅速膨脹。但目前許多大學生理財觀念薄弱,在不了解信用卡功能的情況下盲目性地申請和使用信用卡,導致出現(xiàn)睡眠卡、過度消費等現(xiàn)象；而多數(shù)大學生仍選擇保守的投資消費方式,不積極嘗試新的理財方法,對信用卡持中立態(tài)度。隨著大學生使用信用卡不斷涌現(xiàn)的風險與問題,大學生理財認知度與信用卡使用行為之間的關系值得進行深入的探討與研究。 本文探索性地研究了理財認知度、信用卡態(tài)度、人口統(tǒng)計特征等因素與大學生信用卡使用行為之間的關系。首先,通過對國內外關于大學生信用卡的相關文獻進行回顧整理,結合大學生信用卡的使用特點,以國外成熟的信用卡態(tài)度量表和國內學者提煉的理財認知偏差量表為基礎設計本文的調查問卷,發(fā)放網絡問卷進行數(shù)據收集；采用SPSS.18整理樣本數(shù)據,通過實證研究分析了理財認知度、信用卡態(tài)度、人口統(tǒng)計特征等因素對大學生信用卡使用行為的影響。研究結果表明：信用卡態(tài)度對大學生信用卡使用行為有顯著的正面影響；理財認知度對大學生信用卡使用意向有顯著的正面影響,而對信用卡使用頻率并不都為顯著影響,例如：在大學生獲得的理財教育中,僅銀行的推銷活動與大學生信用卡使用頻率呈顯著正相關關系,這無疑是本文最有意義的研究發(fā)現(xiàn)；此外,研究發(fā)現(xiàn)不同性別、家庭所在地的大學生信用卡使用行為具有差異性,與國內外已有的研究結論略有不同,也是本文的創(chuàng)新之處。 根據研究結論,本文提出全面加強大學生理財教育,提高理財認知度,樹立科學理財觀念的建議；建設性地提出商業(yè)銀行大學生信用卡市場的營銷策略。同時提煉本文的創(chuàng)新點與不足之處,對后續(xù)研究具有借鑒意義。
[Abstract]:The credit card has been developed for more than 20 years in the Chinese market. Its convenient payment and settlement, fashion consumer credit and other functions have been favored by the majority of consumers. In recent years, the competition of the credit card market is increasingly fierce. The major commercial banks have expanded the target group to the student market in succession, hoping to cultivate their future potential customers. As a result, the number of credit card issuance of college students is expanding rapidly. But many college students are weak in financial management and blindly apply for and use credit cards without understanding the function of credit cards, leading to the appearance of sleep cards and excessive consumption, while most college students still choose conservative investment and consumption patterns, and do not actively try new ones. Financial methods have a neutral attitude to credit cards. With the risk and problems of the continuous emergence of credit cards, the relationship between College Students' financial awareness and the use of credit cards deserves in-depth discussion and research.
This paper explores the relationship between financial awareness, credit card attitude, demographic characteristics and other factors of college credit card use. First, through the review of relevant literature on College Students' credit cards at home and abroad, combined with the characteristics of the use of college credit cards, a mature foreign credit card attitude scale is made. On the basis of the financial cognitive deviation scale extracted by domestic scholars, this paper designs this questionnaire, and gives out the network questionnaire for data collection. Using SPSS.18 to sort out the sample data, the impact of financial awareness, credit card attitude, demographic characteristics and other factors on the use of college credit card use is analyzed by empirical research. It shows that credit card attitude has a significant positive impact on the use of credit card for college students; financial awareness has a significant positive impact on the use intention of College Students' credit card, but it does not have a significant impact on the use frequency of credit card. For example, in the financial education obtained by college students, only the marketing activities of the banks and the credit of the College Students There is a significant positive correlation between the use frequency of the card, which is undoubtedly the most significant research discovery in this paper. In addition, the study found that the behavior of College Students' credit card use in the home place of different sex is different, which is slightly different from the existing research conclusions at home and abroad, and it is also the innovation of this article.
According to the conclusion of the study, this paper proposes to strengthen the comprehensive financial education of college students, improve the awareness of financial management, and set up a scientific idea of financial management, and put forward the marketing strategy of the credit card market of commercial banks constructively. At the same time, the innovation points and shortcomings of this article are extracted and the further research is of reference significance.
【學位授予單位】：天津財經大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F832.2

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本文編號：1976150