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
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.
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