【導(dǎo)讀】內(nèi)容提要：信用卡發(fā)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(tài)度、意愿和行為的角度來剖析睡眠卡的成因及其激活措施。知風(fēng)險、金錢與信用態(tài)度、信用卡態(tài)度等對信用卡使用意愿的影響。萬張，增加了13倍多。國外銀行一般將未開通或開通后平均每月使用次數(shù)少于四次的卡叫睡眠卡。連續(xù)6個月內(nèi)無任何交易，則基本上可以認為是睡眠卡；針對大學(xué)生的焦點小組訪談發(fā)現(xiàn)，的促銷誘因、服務(wù)便利性及知覺風(fēng)險三個因素影響著消費者辦理信用卡的意愿。對持有睡眠卡的消費者進行實證研究，以期為解決商業(yè)銀行大量睡眠卡。消費者對產(chǎn)品的使用行為是由意圖引起的，而意圖又是由個人對行為的態(tài)度所決定。由于TAM嚴謹?shù)慕Y(jié)構(gòu)、高度的有效性和可靠性，已經(jīng)獲得許多理論和實證研究的支持，TAM模型對信用卡開卡意愿及使用頻率進行研究，下面分別評述相關(guān)研究。為容易使用某個系統(tǒng)的程度。

　　

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