Research On The Influencing Factors Of College Students' E-commerce Consumer Credit Behavioral Intention

E-commerce consumer credit is an emerging financial transaction in China,which developed in recent years.Also,it is combination of E-commerce and Internet finance.E-commerce consumer credit,as a form of peer-to-peer lending,is popular with consumers because it is underrate,convenient and efficient.In China,a large proportion of consumers are college students,which have huge consuming desires and strong consumption potential.Therefore,there are a great number of companies want to occupy the undergraduates' consumer market,including E-commerce Enterprise.Meanwhile,E-commerce consumer credit can benefit from students.This essay will research influencing factors which are college students' behavioral intention for E-commerce consumer credit.On the basis of concluding and summarizing the theoretical research on the concept,characteristics,development course and existing problems of e-commerce consumer credit.This paper takes the students of HQ University as an example,study the influencing factors of e-commerce consumer credit behavioral intention.Through the empirical analysis of the research data,it is found that the students' professional and household registration types have a significant positive effect on their behavioral intention,the students' behavior attitudes,subjective norms and perceived control have significant a negative effect on their behavioral intention.At the end of the article,the paper puts forward some suggestions and measures on development of e-commerce consumer credit.Through the research on the influencing factros of the e-commerce consumer credit behavioral intention of college students,we can not only enrich the existing theoretical research,but also help the college students to strengthen the cognition of self-behavior and guide them to develop a reasonable and healthy way of consumption.Also,it can help the e-commerce enterprise to optimize the consumer credit model according to market demand and provide good suggestions to make them attract and serve the consumers.