The Effect of Perceived Control on Behavioral Intention to Apply for Credit Cards Online: –Mediating role of perceived risk, moderating role of regulatory focus

Abstract

With the development of the Internet, researchers have begun to focus on the issue of perceived control in the online environment. The purpose of this study is to investigate whether perceived control has an impact on the behavioral intention to apply for credit cards online and the mechanism of action. By looking into the role played by perceived risk and regulatory focus, this study proposes a model of the relationship between perceived control, perceived risk, regulatory focus and behavioral intention to apply for credit cards online .The results show that: (1) consumers' perceived control has a positive effect on their behavioral intention to apply for credit cards online; ( 2 ) perceived risk plays an mediating role between perceived control and behavioral intention;( 3 ) regulatory focus plays an moderating role ,it moderates the mediating role of perceived risk between perceived control and behavioral Intention.