信用卡開意願和使用頻之率影響因素(doc 36頁)

信用卡開意願和使用頻之率影響因素目錄：
一、問題提出………………1
二、文獻回顧與研究假設………………2
三、研究方法與樣本數據………………14
四、結構方程模型檢驗………………20
五、研究結論與啟示………………24
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信用卡開意願和使用頻之率影響因素內容摘要：
　　信用卡發卡量猛增但20%的激活率卻讓人茫然，雖然針對信用卡的研究眾多，但缺乏從消費者態度、意願和行為的角度來剖析睡眠卡的成因及其激活措施。本研究基於技術接受模型理論，利用結構方程模型分析了信用卡相關知識、感知方便性、感知實用性、感知風險、金錢與信用態度、信用卡態度等對信用卡使用意願的影響。
　　More and more people have applied for their credit cards; however, only 20% are activated. Although there are many researches on credit card, there is a lack of researches on why there exists dormant credit cards and how to activate them by studying credit card owners’ behavior. The paper studies how credit card use is influenced by related credit card knowledge, perceived ease of use, perceived usefulness, perceived risk, money & credit attitude and attitude to credit card.

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