Research On The Continuous Use Behavior Of College Students' Internet Consumption Financial Platform

Under the background of the rapid development of internet technology,the traditional consumption finance field has constantly changed.The internet consumption finance came into being and has kept developing quite quickly.As an emerging market segment,the transaction scale of college students' internet consumption finance is much higher than that of the overall internet consumption finance.According to the Research on Chinese College Students' Consumption Finance Market IN 2016 issued by IResearch recently,the transaction scale of college students' internet consumption finance had a year-on-year growth of 746.7% in 2015,which was far more than the growth of the overall internet consumption finance.The scale of college students' consumption market reached to 452.4 billion in 2016 with a year-on-year growth of 4.7%.Moreover,the college students have their own characteristics.They are more adapted to the internet ecosystem.They are also accustomed to the electricity consumption pattern.They can better accept the premature consumption concept and have more optimistic expectations about the future.Therefore,college students' internet consumption finance will undoubtedly become the core of the consumption market.All the big platforms enter into the billion-level market cake,including the electrical business mode with Jingdong's campus ious and Ant Check Later as the representations as well as the network installment platform model with Aixuedai,Fenqile and Qufenqi as the representations.At present,the competition among all the internet consumption finance platforms is intense.In order to expand the market share,some platforms employ a large number of campus market workers and encourage college students to create accounts.After all,it is very easy and speedy to create an account on the internet.But for the platforms,the key is to have a large number of active old consumers rather than a lot of registered users.Therefore,it is necessary to study college students' continuous use behaviors of internet consumption financial products.Based on it,theresearch adopts the combination of theoretical analysis and empirical research.First,it reviews the research background,status,significance and the related theories on users' behaviors of college students' internet consumption finance.Second,it establishes the main variables and their corresponding measurement indicators on this basis and builds research models.Then,it processes and analyzes the data of the questionnaire through SPSS21.0,verifies the proposed assumptions and gets the main conclusions of the study.Finally,it puts forward the corresponding suggestions and prospects.The study gets back 272 questionnaires with 244 valid questionnaires.By processing and analyzing the data through SPSS21.0,it can be concluded: the use of scene has a positive influence on college students' perceived usefulness;comparative advantage has a positive influence on college students' perceived usefulness;comparative advantage has a positive influence on college students' continuance intention;perceived usefulness has a positive influence on college students' satisfaction;expectation confirmation has a positive influence on college students' satisfaction;satisfaction has a positive influence on college students' continuance intention;flow experience has a positive influence on college students' satisfaction;flow experience has a positive influence on college students' affective commitment;flow experience has a positive influence on college students' continuance intention;affective commitment has a positive influence on college students' continuance intention.