Research On Internet Rational Consumer Credit Behavior Of College Students

Internet consumer credit plays an increasingly important role in alleviating high transaction costs and financing difficulties,which makes Internet credit consumption an important way for college students to meet their own needs.However,college students are easy to be induced and prone to irrational consumer credit behavior.Therefore,Clarifying the concept of college students’ Internet rational consumption credit,clarifying the rational standard of this behavior and exploring the socialization factors of this behavior will effectively alleviate the phenomenon of college students’ irrational consumption and promote the healthy and sustainable development of Internet consumer credit.This study aims to explore the rational consumer credit behavior of college students on the Internet.The first part is the development and test of college students’ Internet rational consumer credit behavior scale.After summarizing the concept and formulating the interview outline,randomly select college students to conduct 1-to-1 and focus group interviews,and sort out the measurement items of Internet rational consumer credit behavior from the obtained interview data.Based on the fuzzy score of triangle fuzzy number,a preliminary scale was sorted out and a small-scale questionnaire survey was conducted.Finally,13 items and 2 dimensions of college students’ Internet rational consumer credit behavior scale were obtained.The second part focuses on the influence of platform stimulus from Internet consumer credit platform on college students’ Internet rational consumer credit behavior.Starting from the elements of mass media,the research takes the influence of attitude on behavior in the theory of rational behavior as the framework,divides attitudes into instrumental and emotional aspects,and clarifies the influence relationship between various dimensions of platform stimulus factors on attitude and behavior.It is found that the stimulus from the Internet consumer credit platform and consumers’ attitude towards consumer credit products significantly affect the rational consumer credit behavior of college students on the Internet,and the instrumental and affective attitudes play different mediating roles in the platform stimulus and the rational consumer credit behavior of college students on the Internet.The research results not only enrich the research in the field of Internet consumer credit,but also promote the development of consumer socialization theory in China and broaden the application scope of rational behavior theory.At the same time,this study of college students’ Internet rational consumption credit behavior scale for college students’ Internet consumption credit can be directly applied to reality,the factors influencing study also helps to clarify the current platform stimulating influence on college students,for the relevant financial institutions,credit platform,used for risk prevention and control of colleges and universities,health platform operation and effective education of students,It is helpful to promote the benign development of college students’ Internet financial market and has important theoretical and practical significance.