Introduction
In order to ensure that the subject matter is valid, a literature review has been undertaken.
The literature review attempts to investigate the

The Consumer behavior in financial service industry

When it comes to the credit card customer in China, a general understanding on the credit card industry can be traced back to the study of Worthington (2003).
Worthington has carried out an exploratory study on the Chinese payment card market based on both secondary and primary research. In his secondary research, he explain the actuality of credit cards market in China while the primary research provided insights into the uniqueness of the Chinese culture and legacy on the credit card industry. The study of Worthington has reviewed the Chinese credit card market generally from both the perspective of cardholders and card issuers.

Many economists labeled credit card as ‘convenience users’ and they considers cards as substitutes for cash and they pay all the balance due within the billing cycle (Mathews and Slocum,1969).

In China, the bankcard market is mainly divided to two segments. According to the measures for the Administration of Bank Cards promulgated in 1999 by the People’s Bank of China, bankcards can be separated into two types---debit card and credit card(Wang & Sun, 2007). Banks often issue new credit cards without annual fees, especially gold and platinum cards and the  credit  cardholders  are  given  a  specific  credit  limit  for purchase  according  to  their  personal  profiles.

For consumers, the difference between a "debit card" and a "credit card" is that the debit card deducts the balance from a deposit account, like a checking account, whereas the credit card allows the consumer to spend money on credit to the issuing bank. In other words, a debit card uses the money you have and a credit card uses the money you don't have.
Relative to other consumer loan instrument the interest rate charged on credit cards have historically been very high and have changed very little over time.
Despite this shortcoming, ease of use and convenience have made credit cards very attractive to customers in developed countries. Compare with the debit card, credit card received higher attention from international financial institutions and therefore this crowed market is very competitive compared to other forms of payment.
Academic research to date has focused mainly on credit users and our study also focuses on the credit card market.

Behavioral work from credit card customers has been descriptive or correlational and has attempted to answer the question of “who are the credit card user and what are their demographic and socio- economic profiles?”(Slocum and Mathews, 1970)
Recent terminology (Worthington, 2005) categories the credit card repayment behaviors as “transactors” (those who repay in full at the end of each billing cycle) and “revolvers” (those who do not repay in full and hence take debt and pay interest on that debt).

Experts developed many different models about consumer buying process these years. In particular, the most celebrated model is proposed by Howard and Sheth, Nicosia and Engel.
There are five stages which consistently occur in almost every model: problem reco