A Study On The Using Willingness And Behavior Of Campus Internet Consumer Finance

Internet consumer finance is an emerging field of Internet technology and consumer finance.Campus Internet consumer finance is an important segment of the market,mainly refers to the campus groups through the Internet access to consumer financial products and services.From 2013 to 2017,the campus Internet consumer finance has gone through the industry's budding period,the outbreak period,regular period,its development rate is far more than the entire Internet consumer financial market growth rate.At the end of 2017,the campus Internet consumer financial market transactions are expected to exceed 100 billion.There is no doubt that the development of Internet consumer finance on the campus will promote the development of the entire consumer financial market,but the current literature on the Internet consumer finance is rare.At present,the research mainly focuses on the consumer financial products such as student credit card and campus staging products,and lacks the research on the intention and behavior of the Internet consumer finance from the user's point of view.Therefore,the study of the use of campus Internet consumer finance will and behavior and its influencing factors have practical value.Firstly,this article analyzes the present situation of China's campus internet consumption finance from the three aspects of development course development environment and service mode.The macro environment of the development of campus internet consumption is analyzed by PEST model from four aspects: politics,economy,society and technology.Based on the characteristics of campus internet consumption finance,this paper builds a six-factor model of trust and consumption scenario on the basis of UTAUT model,and uses structural equation model to analyze the survey data of colleges and universities in Wuhan.The results show:1.At present,China's campus Internet consumer financial market in the regular period and the recovery phase of the communication stage.2.E---commerce business occupies the campus Internet consumer financial market share of the largest,Internet consumer finance company second,traditional financial institutions are almost out of the market.3.Performance expectation,social impact,trust factors and consumption scenarios have a significant positive impact on college students' use ofcampus internet financial willingness,and have an indirect effect on use behavior by using willingness;Effort expectancy are expected to have no significant impact on the willingness to use;The impact of the promotion factors on the use of behavior is not significant.On this basis,this paper puts forward some suggestions for the further development of campus internet consumption finance: 1.To enhance the campus Internet consumer financial usefulness;2.To pay attention to social impact,optimize campus marketing means;3.To enhance the trust of campus groups;4.To expand the consumption scenarios,serve for college students life.