Research On The Characteristics And Determinants Of Undergraduates' Participation In Internet Finance

Many people's lifestyle and consumption concepts have been changed by Internet finance.With internet born and the rapid expansion of Internet finance,college students are big users of Alipay,Wechat pay and other Internet financial products,which are frequently used by students.but also the main force of installment consumption and credit loans in the context of consumption upgrades.However,the college students are enjoying the convenience of life brought by Internet finance,they are also need to face the financial risks brought by Internet finance,such as campus loans,usury loans,and naked loans.For this purpose,the status quo of college students' participation in Internet finance is investigated and analyzed,and to find out what makes them tick.This is crucial to the fitness and orderly development of Internet finance.At the beginning of article,the background and significance of the research are introduced by means of analyzing relevant research at home and abroad.Based on user behavior theory,and the original variables of theory of continuous use of the information system,the author increase situational theory,flow theory,organizational commitment,and perceived risk of four variables,as the influence factors of college students' Internet behaviors.Secondly,by using the questionnaire data of a domestic university and using the multiple regression method and SPASS22.0 software,the paper conducts an empirical test from the two aspects of college students' Internet financial participation characteristics and influencing factors,among which the participation characteristics include the degree of participation,the platform of participation and the type of business.The influence factor test includes 7 types of variables.Finally,based on the empirical results,this paper puts forward the enlightenments of the study and countermeasures for the college students' participation in Internet finance and the healthy development of Internet finance.The research results show that Internet finance has penetrated into all aspects of college students' study and life,and college students participate in the use of Internet finance almost every day,with a high degree of participation and a long term of participation.Specific manifestations are as follows: not only willing to use Internet finance for consumption,but also willing to accept excessive consumption;Most college students can repay Internet loans on time,but their understanding of Internet financial credit business needs to be improved,and their understanding of Internet financial management business is not deep.The test results of influencing factors show that perceived risk has a negative impact on college students' willingness and degree to participate in Internet finance,while the other six types of factors have a positive impact,among which immersion experience,satisfaction and affective commitment have a greater impact.