| With the emergence of internet personal credit consumption methods such as Ant Check Later and JD Credit Pay,it has broken the limitations of the original entity credit consumption field,broadened the scope of personal credit consumption,and made the credit consumption mode convenient,time-sensitive and diversified.The development trend as an important indicator to measure personal credit,credit evaluation is reflected in the field of physical consumer credit through credit line and loan quota,which has an impact on personal consumption behavior.As the credit evaluation index under the background of internet credit information,“Sesame Credit” also becomes an important basis for e-commerce platform to provide consumers with credit consumption and services,which affects the generation of consumer Internet credit consumption behavior.As a major group of internet credit consumption,the post-1990 s employees are typical representatives of the credit consumer behavior research on internet consumer credit.Therefore,exploring the impact of the group’s personal credit evaluation on consumer behavior has certain advantages for promoting the development of credit consumption,theoretical value and practical significance.Firstly,the paper analyzes the personal credit evaluation index and the general pattern of consumer behavior under the guidance of personal credit and consumer behavior related concepts and theories.Then,based on the review of domestic and international credit consumer behavior research,the theory of credit impact on consumer behavior is completed.The framework is constructed,and then the combination of normative analysis and empirical analysis is used to select the most representative personal credit product “Sesame Credit” in China.The questionnaire data of the post-90 s employees group is used to analyze the reliability and validity of the questionnaire.Then,the descriptive statistical analysis and statistical analysis of the quotation of the sesame credit consumption behavior of the post-90 s employees was be carried out to construct an empirical model to analyze the impact of personal credit on consumer behavior in the context of internet credit information,including consumption decision,consumption structure and consumption amount.In three aspects,a binary logistics model is established to analyze the influence factors of individual characteristics,credit rating factors and online shopping service characteristics on post-90 s employees consumption decision-making.A multi-ordered logistics model is established to analyze the influence factors of individual characteristics and credit ratings characteristics of consumers on the consumption structure and consumption amount of post-90 s employees.And making relevant policy recommendations which including government departments,consumer credit providers and users these three different subjects based on empirical conclusions.The results show that:(1)Post-90 s employees group has a large credit consumption demand,but the credit consumption structure is single and the sesame credit level and credit rating are generally needed to be further improved;(2)The education level,personal monthly income,sesame credit recognition,sesame credit rating,online shopping service responsiveness and safety and work area of the Post-90 s employees are all significantly related to consumption decision-making;(3)Post-90 s employees’ personal monthly income and education level have a significant positive effect on consumption structure;(4)Post-90 s employees’ personal monthly income,work area and sesame credit rating have a significant impact on the amount of consumption. |
