Analysis Of The Factors Influencing The Choice Of College Students' Consumption Payment Methods

China is a county with long history,she has experienced several thousand years of changes.At the same time,with the change of Times and the development of economy,type of payment are increased and the function of payment are more and more full.The continuous development of the mode of payment,on the one hand,brought great convenience to people's life,on the other hand,has changed the traditional payment in cash transactions.In recent years,in order to compete for the market,operators of various payment methods put forward a series of measures,such as preferential relief measures,increase service functions,expanding the scope of the use and so on.However,whether these measures were effective? What kind of factors affect the user's choice of payment? How these factors work for you? These problems have become each big operators' pressing problems.In this paper,according to the investigating of college students' daily consumption of payment options,we try to answer these questions.The reason to choose college students as the research objects is that as a new technology,new ideas at the forefront of social group,represents the most advanced pop culture;they have received high education,have high learning capacity easy to accept new things.As the "millennials",they will become the backbone of society and dominate the consumption patterns in the next 10 years.This article can be divided into three parts: the first part,from the aspects of broad sense and narrow sense to define pay;Then,according to the appearing sequence of payment,we introduce the development of money payment,electronic payment and third-party payment;Finally,we take a brief introduction of the five kinds of payment(cash,credit card,online banking,alipay and WeChat)on the definition and characteristics.Through the description of this part,we aim to make a foreshadowing for further analysis.The second part,we collect Chinese and abroad scholars' relevant researchs on factors influencing payment choice.On this basis,we selected the yunnan university of finance and economics college students as the main investigation object,designed the questionnaire,investigated the daily consumption of cash,credit card,online banking,alipay and WeChat these five kinds of commonly used payment method choice behavior.After the screening of date obtained from the questionnaire,excluding those unreasonable and wrong data,then we analyze the data.Through descriptive statistical methods we analyze the basic statistical characteristics of the sample,college students' acceptance of various payment methods,the primary and secondary to trade the payment business and college students will choose the mode of payment in the future for money and big deals.In the third part,we use all kinds of discrimination in machine learning methods from the consumer's personal characteristics,payment characteristics and payment environment three aspects to study the factors that affect college students' consumption payment option,establish the model of influence factors in order to analyze factors affecting user payment choice and action mechanism.In addition,in order to compare the different methods of classification effect,all the survey data was divided into training set(80%)and test set(20%),according to the misjudgment rate value to find suitable classification method with the survey data.Integrated the output results of these methods,we selected the factors that affect the user's choice of payment.Results show that in daily life,the numbers of students who choose alipay as the main mode of payment is the most,the second one is cash payment,there is a big gap between the number of the students choosing WeChat as the main payment and choosing cash,the number of students choosing online banking and credit card payment as the main payment is in the least;the first use and the second use of the students choosing alipay and WeChat payment as the main mode of payment are shopping and transfer,the number of these students using alipay as financing is greatly more than using WeChat.In addition to,the random forests has the best fitting effect in training set and testing set.In many variables shopping places,grade,family income,monthly cost of living,payment amount and payment of the security and breaks on college students' daily life have important influence in the choice of payment.On the basis of the research conclusions,we discussesed the limitations of the study and related issues for the future research.