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题名	参照群体影响与线上申办信用卡行为意愿的关系： 感知控制的中介作用、感知风险的调节作用
作者	姜伟
答辩日期	2021-07
文献子类	硕士
授予单位	中国科学院心理研究所
授予地点	中国科学院心理研究所
其他责任者	陈毅文
关键词	参照群体 参照群体影响 感知控制 感知风险 线上申办信用卡行为意愿
学位名称	理学硕士（同等学力硕士）
其他题名	The Relationship of Reference Group Influence and Behavior Intention to Apply for Credit Cards Online: The mediating role of perceived control and the moderating role of perceived risk
学位专业	应用心理学
中文摘要	The purpose of this paper is to explore the relationship between reference group influence and consumers ' behavior intention to apply for credit cards online and its mechanism based on the characteristics of credit card products. Reference groups have a significant impact on consumer behavior with the rapid development of mobile social networking tools and the increasing variety of services offered by platforms in China, consumers have more channels and ways of accessing information and are more likely to be influenced by reference groups, consumer online credit cards application behaviour may be influenced by reference groups. Based on the existing research on the influence of reference group and the characteristics of credit card products, this paper establishes a relationship model between reference group influence, perceived control, perceived risk and behavior intention to apply for credit cards online, conduct an empirical study on the correlation, and analyze the factors affecting behavior intention to apply for credit cards online, hoping to inspire the operation and development of bank credit cards business. Methods: we adopts questionnaire survey, using SPSS 22.0 and Amos structural equation software to collect and analyze 257 credit card users' data, to explore the mechanism of the effect of reference group influence on consumers' behavior intention. The results show that: (1) there is no significant correlation between reference group influence and consumers' behavior intention to apply for credit cards online. (2) There is a significant positive correlation between reference group influence and perceived control, and a significant positive correlation between perceived control and consumers' behavior intention to apply for credit cards online, and the mediating role of perceived control holds. (3) The mediating role of perceived control is moderated by perceived risk, and perceived risk plays a moderating role between reference group influence and perceived control.Conclusion: In the process of influencing consumers' behavior intention to apply for credit cards online, while reference group influence has no direct effect on behavior intention to apply for credit cards online, reference group influence plays a role in consumer perception control, which in turn influences consumers' behavior intention to apply for credit cards online. Individuals at high levels of perceived risk will rely more on the role of the reference group influence to improve perceived control than individuals at low levels of perceived risk, the positive relationship between the influence of the reference group and perceived control will be enhanced.
英文摘要	目的是结合信用卡产品特点，探讨参照群体影响与消费者线上申办信用卡行为意愿的关系及其作用机制。参照群体对消费者行为具有重要影响，随着国内移动网络社交工具的快速发展和网络平台提供越来越多样的服务，消费者获取信息的渠道和方式更加丰富,普通消费者能够更加容易接触到参照群体，消费者线上申办信用卡行为可能受到来自参照群体的影响。本文结合参照群体影响的已有研究和信用卡产品特点，建立参照群体影响、感知控制、感知风险以及线上申办信用卡行为意愿之间的关系模型，对相关关系进行实证研究，分析对信用卡线上申办行为有影响的因素，希望对银行信用卡业务的经营和发展起到启发作用。本研究采取调查问卷的方式，使用SPSS 22.0软件和AMOS结构方程软件，通过对257位信用卡用户的数据收集与分析, 结果表明:（1）参照群体影响与消费者线上申办信用卡行为意愿之间不存在显著的相关关系。（2）参照群体影响与感知控制之间存在显著的正相关，感知控制与消费者线上申办信用卡行为意愿之间存在显著的正相关，感知控制的中介作用成立。（3）感知控制的中介作用受到感知风险的调节，感知风险在参照群体影响与感知控制之间起调节作用。结论：在影响消费者线上申办信用卡行为意愿的过程中，虽然参照群体影响对线上申办信用卡行为意愿没有直接作用，但参照群体影响对消费者感知控制发挥作用，进而影响消费者线上申办信用卡行为意愿。相对于低感知风险水平的个体，处于高感知风险水平的个体会更依赖参照群体的影响提高感知控制，即参照群体影响与感知控制的正向关系将会被增强。
语种	中文
内容类型	学位论文
源URL	[http://ir.psych.ac.cn/handle/311026/41596]
专题	心理研究所_社会与工程心理学研究室
推荐引用方式 GB/T 7714	姜伟. 参照群体影响与线上申办信用卡行为意愿的关系： 感知控制的中介作用、感知风险的调节作用[D]. 中国科学院心理研究所. 中国科学院心理研究所. 2021.

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