科研之友
微信
新浪微博
Facebook
分享链接
摘要
This Microfinance is one of the services which are exclusively marketed to the bottom of the pyramid (BOP) market. In China, rural households can be regarded as a segment of the BOP market. In their production and lives, rural households still face with the problem of fund shortage. Bases on theory of planned behavior, a relationship model has been built to investigate the influencing mechanism of family norms of China's rural households and knowledge of microfinance on their intentions to obtain microcredit via positive attitude, perceived benefits, perceived deterrents and default risk perceptions. An empirical study of China's rural households shows that positive attitude and perceived benefits can enhance intentions to obtain microcredit, whereas perceived deterrents can reduce them. And default risk perceptions were not a significant predictor of intentions of applying for microcredit. As driving factors, knowledge of microcredit and family norms positively influenced these four attitudes. Therefore, this study not only has the theoretical significance in perfecting the theoretical system of BOP market, but also has practical implications in solving financial difficulties of China's rural households and optimizing micro finance services.
