Research On The Influential Factors Of College Students’ Continuous Willingness To Use Internet Consumer Financial Products

Since the emergence of Internet consumer financial products,the Internet consumer financial industry,which is currently in the process of rectification development,has benefited millions of users with the help of our government,based on optimized resource allocations,mature technologies and good user experience,and has ushered in a wave of development boom after the start-up period and the rapid-growth period.With the rapid expansion,college students who were neglected by traditional consumer financial institutions have gradually gained great attention.Therefore,there are more and more Internet consumer financial products targeted at college students,and more college students are willing to have a try.As for enterprises,how to keep users and make them using their products is what enterprises are more concerned about.As for our government,how to keep a balance between supervision and innovation and create a stable and sustainable healthy development environment for Chinese people also needs to be seriously considered.In order to study the influential factors of college students’ willingness to continue to use Internet consumer financial products,firstly,after sorting out the relevant literature on the consumer credit psychology of college students and their continuous willingness to use the information system,this paper,based on the DPM model,replaces the perceived fun variable with the comparative advantage variable,using the financial characteristics of those products to introduce the perceived risk variable and build the final model,and then puts forward relevant hypotheses.Secondly,during the research process,after some interviews with experts,this paper combines the mature questionnaire with the characteristics of Internet consumer financial products,so as to design the questionnaire of this experiment.After the pre-testing,the final version of the questionnaire is issued by a Chinese professional questionnaire survey platform.Combined with the field research,410 valid answer sheets are collected.Thirdly,the descriptive statistical analysis and reliability and validity analysis of the valid data are carried out.Based on the basis of good reliability of the questionnaire,the exploratory factor analysis method is used to delete three unqualified items,so that the validity of the questionnaire meets the standard of our subsequent analysis.Then Amos is used to construct the experimental model map,and perform the fitness test and the hypothesis test.Finally,the modeland valid data fits well and the final results show that,perceived usefulness,perceived trust,satisfaction and habits can effectively enhance college students’ willingness to continue to use Internet consumer financial products,while perceived risk will significantly weaken their continuous willingness,which is mainly because school safety education and such malignant incidents as “naked loans” have improved the awareness of risk prevention among college students.Therefore,our government should continue to cultivate college students’ correct consumption concept and risk perception awareness while strengthening supervision and protecting students’ rights and interests.Enterprises should comprehensively enhance the usefulness of products,improve college students’ trust in products,enhance their satisfaction with products and cultivate their habits,so as to promote their willingness to continue to use Internet consumer financial products.