An Analysis Of The Factors Affecting The Internet Installment Consumption Of College Students In Shijiazhuang

Since 2013,China's consumer finance market is developing rapidly and the “Internet plus” strategy has been proposed.It promotes the integration of Internet technology and consumer finance.With the appearance of a new type of financial service as “Internet plus consumer finance” more and more institutions,including e-commerce platform,Internet instalment consumption platform,P2 P platforms,and commercial banks and so on have joined the Internet consumer finance market.The Internet consumer finance has broken through the limitation of time,place and income condition.It has a wider group of participator.And the demand of installment consumption of contemporary college students is huge.It makes the market of the Internet installment consumption of college students' has a broader market prospect as a branch of the Internet consumer finance market.However,the frequent occurrence of college students' inability to pay loans or even endanger personal privacy and life safety has restricted the development of Internet installment consumption market for college students.Therefore,this study has great practical significance for guiding college students to set up a correct concept of consumption,to standardize college students' Internet installment consumption behavior,and to promote the healthy development of the Internet installment consumption market.This paper takes the form of questionnaire survey and chooses 500 college students in five universities in Shijiazhuang as the research object.First of all,investigated college students' degree of knowledge,use attitude,product demand,service demand,default situation and the perception of risk about the internet installment consumption.Then asked the respondents to score the degree of importance of 18 factors that may affect their choice of Internet installment consumption,and then used factor analysis and Logistic regression model to carry out an empirical analysis on the questionnaire survey data.Finally,based on the Internet installment market of college students' research and the result of empirical research draw the conclusion and put forward corresponding policy recommendations.The results show that: the current college students' cognition rate of Internet installment consumption is high and the utilization rate is low,but the students who have not used have a positive willingness to use Internet installment products.College students are very sensitive to the interest rate of the Internet installment products.They do not pay enough attention to their credit and lack consumption credit knowledge.In addition,the six factors such as risk,publicity,product,service,grade and specialty have significant influence on college students' choice of Internet installment consumption behavior.According to the research conclusions,this paper puts forward some suggestions to promote college students' Internet installment consumption market's healthy development.College students should enhance credit awareness,strengthen the study of consumption credit.The Internet installment consumption platforms should improve service quality,rich the use of installment products,increase the preferential activities of interest rate and enhance credit risk control.Cooperation between Internet platforms should be strengthened too.Relevant departments also should improve the legal and regulatory system to create a good market environment.