新冠疫情下大学生消费行为的变化——基于“蚂蚁花呗”使用数据的调查分析

Changes in Consumer Behavior of College Students Under COVID-19——Analysis Based on the Investigation of Ant Credit Pay

大学生是一个较为庞大的特殊消费群体,他们的消费水平较高,消费观念较新颖,信贷产品也受到许多大学生的欢迎,但是大多数大学生都未实现经济独立,没有稳定的收入来源,消费主要依靠家长提供的生活费。2020年初,新冠疫情爆发,由于家庭收入缩减、预期消费减少等原因,大学生的生活费有所下降,日常消费行为也受到了影响。本文通过问卷调查的方式,阐述大学生消费行为的现状,了解特殊时期,即新冠疫情期间大学生消费行为的变化,并基于蚂蚁花呗的使用数据,对大学生的消费心理加以分析。

College students is a special and large consumer group. Their consumption level is higher and consumption concept is relatively new. Credit products are also welcomed by many college students. But most college students have not reached financially independent and most of them do not have steady jobs. Most college students rely on their guardians to give them money. At the beginning of 2020, COVID-19 broke out. Many people faced indefinite cuts in their income because their places of work are closing.On the other hand, college students had to reduce their daily expenses. So college students’ consumer behavior has also been affected. With respect to such problems, we collected the situations of college students’ consumer behavior though questionnaire survey. And systematically present the problems in this thesis to understands the changes in consumer behavior during the in COVID-19.Then analyzes the consumption psychology of college students based on the survey of ant credit pay under COVID-19.