Research On The Influence Factors And Strategy Of College Students' Online Installment

In recent years,the Internet consumer finance has been growing rapidly.Some Electronic business platform have began to carry out online in installment for college students.These platforms have been recognized and accepted by college students,participation is also rapidly increasing.It is very important significance to research on the influence factors of college students' online installment intention whether in theory or in practice.I sorted out a large number of documents and made a model of College Students' Online Installment Intention.It contents personal statistical factors,environmental factors,buyer factors,marketing factors and future intention of College student.I extract the macroscopic factors and microcosmic factors,financial view,purchasing ability,satisfaction,perceived risk,platform impression,product factors,service factors as secondary independent variables from the aspect of environment,psychology and marketing.I take the future consumption intention as dependent variable to research on college students' online installment intention.As a result,future intention of College students is different.From the view of environment,influence degree from high to low: micro factors,macro factors;from the view of the buyer,the influence degree from high to low: satisfaction,financial view,purchasing ability,perceived risk is negative factors;from the view of marketing,the influence degree from high to low: service factors,impression of platform,commodity factors.According to the conclusions of empirical research,the following suggestions are put forward: Making market segments and implementing customized marketing.Improving the development of online installment system and developing online installment culture.Improving the satisfaction of college students and reducing perceived risk.