Research On Consuming Behaviors Of College Students Under The Background Of Microfinance On E-commence Platform

With the development of socialist market economy in China,internet finance is growing formidably.Various E-commence platforms and internet financial credit instrument are spring up.As college students,which is a new generation of netizen-majority consumption main force,become the main audiences of microfinance on E-commence platforms,their consuming performance,attitudes and behaviors are influenced significantly.Nevertheless,it brings serious problems.On the one hand,the consumption group of college students presents the contradiction between the consumption concept and the lag of economic power,so it is easy to take irrational consumption behavior in the prepaid consumer model.On the other hand,this new consumption pattern is still in the development stage,there are many uncertainties in the actual operation process.It is valuable to study and discuss the specific impacts on consumption behavior of College Students.Based on the survey of college students in K University,this paper analyzes these data collected through literature review,questionnaires and depth interview interviews,combining with the relevant theory,examined the relevant factors which would influence college students' consuming behaviors in using the microfinance on E-commence platforms.It has been discovered that when the college students use the microfinance,they would not take a large number of overdraft consumption or the purchase of luxury goods for comparison.Actually,although more than half of the students use such products for online or offline consumption,vast majority of college students as rational consumers would consider the economic and credit risks.As a result,they would not produce irrational consumption beyond their own needs,but regards that as means of living expenses,or even means of investment.The consumption level of college students is positively related to their disposable income and monthly family income.But it is less related with credit line.Besides,as the consumption structure of college students has realistic characteristics,the overall consumer products can be used reasonably in the electronic business platform provided by microfinance.But as the college students has certain risk awareness,their awareness for the protection of personal information and credit should be strengthened.The main innovation of my paper is empirical research through which we can collect and grasp the first-hand data of the contemporary college students using electronic commerce microfinance.And on this basis,helping us to find how the e-commerce microfinance influence the collage students' consumption behaviors to e-commerce microfinance,on the sociological perspective in their daily life.