Exploring Credit Card Adoption and Usage Model of College Student: An Analysis Based on TAM Model

Abstract

This study investigates adoption/use behavior within the context of college students. A research framework based on the Technology Acceptance Model (TAM) is developed to identify factors that would influence the adoption and continue use of the credit card. Besides the "perceived usefulness" and "perceived ease of use", this paper introduces the "perceived risk", "promotion", "trust in electronic channel", "computer self-efficacy", "subject norm", "structural assurance" as new factors. Structural Equation Modeling (SEM) is employed to examine the entire pattern of inter-correlations among the factors, and to test related propositions empirically. A survey including a total of 343 college students is conducted and confirmatory factor analysis used to determine the measurement efficacies. The results reveal that perceived usefulness, perceived ease of use, promotion and perceived risk play direct and significant role in influencing the intention of adopt the credit card while computer self-efficacy and subject norm play indirect role. Perceived ease of use has a significant indirect effect on intention to adopt/use through perceived usefulness, while its direct effect is less significant.