An Analysis Of The Factors Influencing University Students' Willingness To Use Campus Loans Based On UTAUT

With the highly developed commodity economy,credit consumption has been accepted by more and more consumers.At the same time,as the backbone of future social development,a large number of enterprises are targeting target customers in the college students.Campus lending is a combination of credit consumption and college students' consumer markets.According to data provided by i Research,there are about 7.49 million college graduates in China in 2017,and about 30 million college students.On the one hand,campus lending enterprises have a large number of college students.On the other hand,college students,as the main force for future consumption and wealth management,are also conducive to attracting future customer groups.Therefore,it is of great significance to study the factors that affect the college students' willingness to use campus loans.This article mainly discusses the campus loan financial products such as traditional large-scale e-commerce platforms,consumer finance companies,and commercial banks that provide consumer credit for college students.A large number of campus P2 P online loan platforms and offline private loans due to illegal national laws and regulations are not within the scope of this article.This article is based on a large number of documents and research materials,focusing on the specific characteristics of the campus loan products,combined with integrationAdopting models,perceived risk theories,etc.,and introducing variables such as corporate reputation,system quality,and government readiness,classifying variables from social factors,platform factors,and individual perception factors,and proposing the impact of college students' willingness to use campus loans.Factor models and put forward research hypotheses.According to the domestic and foreign mature scales,and according to the characteristics of the campus loan products,the author designed the survey questionnaire.The questionnaires were adjusted through pre-investigation methods,and then 417 data were collected through formal investigations.This paper uses EXCEL,SPSS 24.0 and AMOS24.0 to perform descriptive statistics,reliability tests,validity tests,structural equation model path analysis on 417 samples.Other analytical methods confirm that the influence of college students' willingness to use campus loans is influenced by other factors,and are ranked inorder of influence,social readiness,convenience,corporate reputation,performance expectations,system quality,and perceived risk.At the end of the article,the research results are analyzed and explained.According to the conclusions of this paper,management suggestions are proposed for the campus loan market.