BU6001/BU6301 – Project Proposal
1 The applicant
1.1 Surname: Pu Forename: Zixuan
2. Name of collaborating establishments [if any]: /
3. The programme of research
3.1. Title of the proposed dissertation
An evaluation of the current impact of credit cards on Chinese university students
3.2 Research question
? What are the issues of the credit card consumption market of modern Chinese university students?
? According to the current environment for Chinese university students credit card should make any relevant countermeasures?
3.2. Research aim(s) (Objectives of the study)
? Analysis of Chinese university students’ credit card consumption behaviour
? Analyze the consumption phenomenon of Chinese university students’ credit card
4. Initial literature review (500 words max)
In order to explore the consumption behaviour of Chinese university students’ credit card, in this dissertation will draw on some results and methods of research in the field of credit card consumer behaviour, at the same time, reading the different countries of the credit card literatures. These references not only provide important enlightenment in the research methods, but also contribute theoretical basis for this dissertation, quiet a few references will be described below.
Norvilitis (2014) states that “over the past 10 years, both public awareness of, and research about, college student credit card debt have increased.” (pp.634-647) It proves credit card more and more capture one’s attention.
Finlay (2010) is more detailed introduction of many aspects, he tells the reader everything he needs to know from the predicting consumer behaviour to the customer acquisition and his study covers from funding and provision to capital requirements, and the concepts, based on consumer differences, through the life factor to effectively divide the market.
Zhu (2007) deserves prime attention for his thorough research of status quo, problems and development analysis in the field of credit card in his literature, he probes into the status of students credit card and their problems, understand the current students acceptance of credit card and this dissertation studies two factors that the demographic characteristics of university students and the social environment. This book finds there is a significant relationship with whether the student holds a credit card, for instance disposable income, gender and location of students or other variables, however, the relationship between education and professional this is not significant.
Han and Feng (2010) use the demographic to analyze the each university student hold how many of credit card, the results show that both men and women, emotional attitude has a significant impact, however, male behavioural attitudes have a more pronounced impact on they hold number of credit cards, the side also shows that the response to money, the male have a more pronounced response than female. More than that, there are a number of behavioural questions about the use of credit cards. The survey shows that the majority of college students like credit cards, 63% of students have good behavioural attitudes and 78% of the students have a good emotional attitude.
Liu, Li and Nan (2013) illustrated the influence of social economic and cultural factors on college students’ credit card. City students are more likely to hold credit cards because with the higher the monthly disposable money, the higher the likelihood that college students will hold a credit card. Their study found that consumers of different consumer groups affect the selection of credit cards, as well as consumer information on the use of credit card products, this can help this dissertation establish a competitive advantage of credit card product service model and provide credit card market strategy.
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