消费者社会化、金钱态度与互联网消费信贷行为

Consumer Socialization,Money Attitude and Internet Consumer Credit Behavior

运用因子分析、方差分析及Logit回归,实证检验大学生在"消费者社会化"中形成的金钱态度与其互联网消费信贷行为的关系,结果表明:大学生的金钱态度受到个体社会化的显著影响,社会底层家庭的大学生更偏向于"权利与享受"维度,与当今社会"穷孩富养"现象一致;较其他影响源,受父母消费习惯影响的大学生金钱态度更保守;来自农村的大学生在"金钱、能力和未来"维度上的分值更高,说明环境是造成大学生金钱消费观念差异的重要因素。同时,金钱态度、社会化影响源、父母消费行为、社会阶层、年级等因素在不同程度上影响着大学生互联网消费信贷使用意向。

Factor analysis,variance analysis and logistic regression are used to test the relationship between the money attitude formed by college students in "consumer socialization" and their Internet coconsuming credit behavior.The results show that the college students' monetary attitude is significantly affected by individual socialization.The undergraduate students in the society are more inclined to the "rights and enjoyment" dimension,so that the phenomenon of "Poor families afford their children luxury" is explained.College students influenced by their parents' spending habits are more conservative about money.Based on the regional perspective,college students from rural areas have higher scores in the "money and ability and future" dimension.Meanwhile,college students' intention to use Internet consumer credit also affected by money attitude,socialization influence source,parents' consumption behaviors,family social class,etc.