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two distinct services: (1) as a transaction medium for convenience in which case balances are paid off in full each month; (2) as a debt/borrowing medium (Cargill and Wendell 1996) which allows for higher levels of consumption spending than would otherwise be available。

In China, credit card bills are usually cleared each month via automated electronic transfers from cardholders’ deposit accounts. Credit card companies used to set very tight limits on these facilities so that the balance revolved each month should remain a small fraction of the total credit line.

Credit card problems in China

However, comparing with other developed countries, the percent of people who use credit card in China is still very low. The total sales figures of credit card shopping represent only a small percentage of shopping sales.

As to development of the credit card market, not only do problems of security and confidentiality constitute a real obstacle to its development, but the buyer inevitably has numerous questions concerning the some other risks.

In China, most users had many different kinds of debit cards and credit cards. However, most preferred to use cash or debit card for daily purchases and only used credit cards when there was no other choice. This was due to willingness to control the use of money. The users felt that they lose count of their amount of spending if they use their credit card frequently.
The credit card seemed to act as a safety guarantee in case the user ran out of cash or was traveling abroad and suddenly encountered some big expense.

In China, quite a number of consumers still believe that using credit cards is risky, unsafe, and uncertain.
Unlike traditional commerce, credit card shopping involves various risks (e.g., performance, credit card information) that consumers perceive (Salisbury, David, Pearson, Pearson & Miller., 2001; Tan, 1999).

Furthermore, only large stores accept credit cards for payments in China. Thus, most consumers do not consider using credit cards to be convenient. All of these different risk forms inhibit the expansion of this new mode of purchase.
Hence, the importance of understanding a theory which has one of the longest research traditions in consumer behavior should not be underestimated.

Currently, competition in credit card business of banks is fierce, so person who wins the market is the winner. Therefore, to analyze credit card customers′ risk perceptions, distinguish different kinds of perceived risks, identify and professionalize the financial services in order to enhance customers’ trust and loyalty are important to enhance credit card business, whole yield and market competitiveness of bank.

Perceived risk is the subjective belief that there is some probability of suffering a loss in pursuit of a desired outcome. We define buyers’ perceived risk as buyers’ perception that there is some probability of suffering a loss when pursuing transactions in the specific marketplace.
Therefore, overcoming these problems and increasing consumer awareness of some advantages inherent in credit cards may improve customer acceptance.

Credit card services in China

Since 1970, services’ share of GDP in developed countries has risen by approximately 20% to more than 70%. The service sector is the largest sector of the economy in many developed and developing countries (World Bank 2008).

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