摘要
摘要
近年来，中国信用卡市场迎来全面发展的时期。信用卡及其相关业务在发卡
数量、交易金额、经营管理和服务质量等方面迅猛发展。目前，信用卡业务发展
的一个典型事实就是广泛普及了联名信用卡。京东联名信用卡作为云南省农村信
用社推出的具有里程碑意义的重要卡种，哪些因素会影响京东联名信用卡持卡人
的使用行为呢？
本人供职于云南省农信社T县农村商业银行，通过申请获得相关权限。本文
以T县京东联名信用卡作为研究对象，展开研究。除了第一章引言、第二章文献
综述和最后一章结论和政策启示外，本文主要工作和结论包括：
第一，本文从消费者行为理论出发，通过分析京东联名信用卡的影响因素，
有利于拓展效用最大化理论、跨期选择理论和时间偏好理论。
第二，信用卡客户的使用行为可能受到个人或家庭的收入水平、人口统计信
息（比如职业、性别、年龄、受教育程度、婚姻和资产等）、意愿、外生冲击和
社会环境等因素的影响。
第三，本文通过构建结构方程模型进行实证分析，进行了中介效应检验和稳
健性检验，探讨影响京东联名信用卡使用行为的因素，得到京东联名信用卡影响
因素的实证结果。在客户基本特征方面，相比女性客户，男性客户使用京东联名
信用卡的频率更高；相比年轻客户，年龄越大的客户使用京东联名信用卡的频率
越高；相比未婚客户，已婚客户使用京东联名信用卡的频率越高；相比教育程度
低的客户，教育程度越高的客户对于京东联名信用卡的使用频率越高；然而，有
两个研究假设，“有房或有车的客户，京东联名信用卡使用频率可能越高”，它
们是不成立的。在客户财务与金融状况方面，收入高的客户京东联名信用卡使用
频率更高，存在其他贷款（房贷、车贷）的客户京东联名信用卡使用频率越高，
京东联名信用卡额度越高的客户使用频率更高，通过银行途径了解京东联名信用
卡的客户信用卡使用频率更高。
第四，本文通过对云南省农信社T县农村商业银行京东联名信用卡业务的实
证，为T县农村商业银行京东联名信用卡的发展定位和精准营销提出具有可行性
的优化建议。
I

摘要
关键词：京东联名信用卡；使用行为；影响因素
II

Abstract
Abstract
In recent years, China's credit card market has ushered in a period of
comprehensive development. Credit cards and related businesses have developed
rapidly in terms of the number of cards issued, transaction amount, operation
management and service quality. At present, a typical fact of the development of
credit card business is the widespread popularity of co-branded credit cards. The JD
Co-branded Credit Card is an important milestone launched by the Yunnan Rural
Credit Cooperative. What factors will affect the behavior of credit card holders?
I work for the Rural Commercial Bank in T County, Yunnan Rural Credit
Cooperative, and obtained relevant authority through application. This article takes T
County Jingdong Co-branded Credit Card as the research object to carry out research.
In addition to the introduction of the first chapter, the literature review of the second
chapter, and the conclusions and policy implications of the last chapter, the main work
and conclusions of this article include:
First, starting from the theory of consumer behavior, this article analyzes the
influence factors of JD co-branded credit, which is conducive to expanding the theory
of maximum utility, intertemporal choice theory and time preference theory.
Second, the use of credit card customers may be affected by personal or family
income levels, demographic information (such as occupation, gender, age, education,
marriage, assets, etc.), willingness, external shocks, and social environment.
Third, this paper conducts empirical analysis by constructing a structural
equation model, conducts an intermediary effect test and a robustness test, and
explores the factors that affect the use of JD co-branded credit cards. In terms of basic
characteristics of customers, male customers use jd co-branded credit cards more
frequently than female customers. Compared with young customers, the older
customers use jd co-branded credit cards more frequently; Compared with unmarried
customers, married customers use jingdong co-branded credit cards more frequently;
Compared with customers with lower education level, customers with higher
education level tend to use jingdong co-branded credit cards more frequently.
However, there are two hypotheses that "customers who own houses or cars may use
jingdong co-branded credit cards more frequently", which are not valid. In terms of
III
。。。以下略