蚂蚁花呗对消费者消费行为的影响研究

Research on the Influence of Ant Check Later on Consumer Behavior

随着科学技术的创新,我国掀起了一场"电子商务革命",使得我国进入了电子商务时代。电子商务平台也接二连三地推出了自己的互联网消费金融产品,如阿里巴巴集团的"蚂蚁花呗"、京东金融的"京东白条"等这种先消费后付款的金融产品。文中主要研究了阿里巴巴集团"蚂蚁花呗"对消费者消费行为的影响。通过国内外文献研究、结构模型的构建、问卷调查等方法,基于TAM2理论模型来着手分析互联网消费金融对消费者消费行为产生影响的因素有哪些,并对互联网消费金融企业提出一些建议。

With the innovation of science and technology,China has set off a revolution called"e-commerce",which has made China enter the era of e-commerce. The e-commerce platform has also launched its own Internet consumer financial products,such as the"ant check later"of Alibaba Group and the"Jingdong White Strip"of Jingdong Finance. This paper mainly studies the impact of Alibaba Group ’s"ant check later "on consumer spending behavior. Based on the domestic and foreign literature research,structural model construction,questionnaire survey and other methods,based on the TAM2 theoretical model,we analyze the factors that influence the consumption of Internet consumer consumers on consumer behavior,and make some suggestions for Internet consumer finance companies.