The Analysis Of The Factors Influencing University College Students' Willingness To Use Loans Based On UTAUT

The credit for college students in China began in 2004.Since then,the four major banks have also issued various credit cards for college students.In 2009,the CBRC clearly stated that a series of regulations should be issued to students in accordance with the principle of prudence,and the major banks' credit cards for college students.The application began to stop.The withdrawal of traditional banks has made the credit market of domestic college students a few years of market blanks.Until 2013,the pace of finance entered the Internet,and Internet finance began to develop.Internet finance products for college students began to appear,and various college student campus loan products were developed and quickly promoted among college students.By 2014,there were more than 30 credit consumer companies targeting college students,and the entire market has developed rapidly.In 2017,the size of the college student consumer credit market reached hundreds of billions of Yuan.However,there are various problems under the rapid growth,and many problems have been exposed.The incidents of various types of students falling into a vicious circular loan are endless.Therefore,the research on the credit consumption market of college students has important practical significance for regulating the credit market of college students and guiding the development of the campus credit industry to a healthy direction.This paper reviews the literature on college students' credit,Theory of Reasoned Action(TRA),Theory of Planned Behavior(TPB),Technology Acceptance Model(TAM)and Unified Theory of Acceptance and Use of Technology Model(UTAUT).Combined with the characteristics of college students' credit and interviews with some college students,this paper decided to use the Unified Theory of Acceptance and Use of Technology model(UTAUT)for research.According to the actual situation,this article six dimensions of performance expectation,effort expectancy,facilitating conditions,social influence,perceived risk and platform credibility were selected as explanatory UTAUT: Moderating Effects of Borrowers' Characteristics variables.Credit willingness was used as the explanatory variable,monthly cost of living,age and education level as the adjustment variables.Through the interviews of college students in Chengdu and random sampling,the questionnaires were distributed and collected in Chengdu,and 485 valid questionnaires were collected.The reliability of the questionnaire data was verified by reliability and validity test.On this basis,through the empirical analysis of the sample,the degree of influence of various factors on college students' consumption credit is obtained.Among them,performance expectation has the highest degree of influence;effort expectancy,social influence,and facilitating conditions have certain influence on college students' credit willingness.The impact of reliability is small,and perceived risk has a significant negative impact on credit willingness.In terms of regulation,age has a significant role in regulating performance expectations,effort expectations,and social impacts;living expenses have a significant role in regulating performance expectations;education has a significant role in regulating effort expectations,social impacts,and facilitating conditions.According to the above research results,this paper believes that the direction and extent of the explanatory variables of the sample data in six dimensions are consistent with the general conclusions.There are different results in the role of the regulatory variables,namely different populations.Finally,based on the empirical research results and discussion,it puts forward the improvement of credit products and services,enhances the performance expectations of college students,strengthens the credit knowledge publicity education of college students,reduces the information asymmetry of the credit process,actively guides the platform construction,improves the credibility of the platform,and strengthens the colleges and universities.The social linkage supervision,four recommendations to reduce perceived risk and credit risk,and discussed the limitations and future directions of the research.