A study of Key Factors to Consumer behavior of Credit Card Holders - TPB Model Applications and Developments

• Main Authors: Kuo-pen Tu, 杜國本
• Other Authors: Ming-Tien Tsai
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/22873227278358032505

碩士 === 國立成功大學 === 高階管理碩士在職專班 === 96 === This study applies Belief Decomposition Theory of Planned Behavior to discuss the impacts of individuals’attitude, subjective norm, perceived behavioral control, intention and behavior on the usage of credit card. The primary purposes of this study include the followings. 1.The impact of attitudes toward, used credit card subjective norm, and perceived behavioral control on intension and behavior. 2.Analyzing factors behind the use of credit card form a belief decomposition perspective on the Theory of Planned Behavior. Based on the review of previous research on Theory of Planned Behavior, credit card, and belief decomposition in the Theory of Planned Behavior, many hypotheses were generated. Data were collected from one Finacial holding company. LISREL was employed to test proposed conceptual mode. In addition, independent samples t-test were used to examine the relationship among credit card users’characters and demographic variables. The results suggest that attitudes, subjective norm, and perceived behavioral control do affect individuals’intention and behavior on acquiring and using credit card significantly. In addition, although no significantly different. Finally, the credit card users feel that they are smarter than the non-users. The results of this study provide useful information to future researchers and practitioners. The followings are recommendations to entrepreneurs in applying credit card. 1.The design of credit card should show its relative advantage, and it should be easily understood, and let card holder get intention in first. 2.The priority of information delevery choices for distributing credit card is considering how to get higher intention.