Research On E-commerce Consumer Finance Innovation Development

According to statistics released by the National Statistics Department,in recent years,the consumption level of urban and rural residents in China has continued to rise.By 2017,the contribution of final consumption to GDP growth in the country will reach 58.8%,far exceeding the investment in troika and foreign trade.The main driving force of China's economic growth experienced a transition from export-oriented to investment-driven and now to consumption.Consumption has become the most important driving force for China's economic growth.With the birth of Internet consumer finance,online shopping consumption has continued to increase.The change in consumer payment patterns has greatly eased the "liquidity constraints" of consumers,and the Internet consumer finance market has also expanded rapidly.Through the research on the innovation and development of e-commerce consumer finance,this paper finds that the most important feature of e-commerce consumer finance innovation and development lies in: strong consumption scenarios.Based on the review of the existing literature,this paper starts with a view to promoting the healthy development of e-commerce consumer finance.It comprehensively reviews the models,development status,characteristics,and risks of e-commerce consumer finance,and understands the major categories of the current market.The current situation of the development of e-commerce consumer financial products,and the comparison of product features,analyzes the problems faced by e-commerce consumer finance development.Based on modern consumption theory,from the micro level,students from some colleges and universities in Jiangxi as an example,using questionnaires to collect data,using counterfactual analysis methods,will use college students who have used E-commerce consumer financial products and unused E-commerce consumer financial products.The college students conducted a “counter-factual” statistical analysis for the control group.The results showed that the consumption of college students who had used the electricity supplier to consume the amount of products was higher than that of college students who had not used the amount of products consumed by the electricity supplier.In addition,this paper also makes a factor analysis on the choice of college students' use of e-commerce consumer financial products,and finds that college students' choice of using e-commerce consumer financial products is in turn affected by security factors,reputation factors,ease of use factors,and product service factors.