大学生消费金融产品持续使用意向研究

Research on the Continuous Use Intention of College Students’ Consumer Financial Products

本文在研究大学生消费金融产品持续使用意向时,首先,对大学生消费金融研究背景、意义、研究现状和消费者行为研究所依据的理念进行分析;其次,在前人研究文献的基础上,确定相关的变量及测量指标,提出本文的研究模型与研究假设;然后,用Excel对调查问卷的样本进行描述性统计分析,用SPSS21.0对问卷数据进行信度和效度分析,用AMOS17.0对问卷数据进行路径分析。通过研究,本文得出以下结论:满意度、社会影响、感知有用都会对大学生消费金融产品持续使用意向具有显著的正向作用,但是感知风险负向影响大学生消费金融产品的持续使用意向在本文中未得到证实。

To study the continuing use intention of college students’ consumer financial products, this paper firstly analyzes the research background, significance, research status and the concept of consumer behavior research of college students’ consumption finance. Secondly, based on the previous re-search literature, determine the relevant variables and measurement indicators, and propose the research model and research hypothesis. Then, use Excel to descriptive statistical analysis of the questionnaire samples, and use SPSS21.0 to analyze the reliability and validity of the questionnaire data, using AMOS17.0 Path analysis of the questionnaire data to test whether the hypothesis pro-posed in this paper is correct, so as to determine the research conclusion. Through research, this paper draws the following conclusions: satisfaction, social impact, and perceived usefulness have a significant positive effect on the continued use intention of college students’ consumer financial products, but The perceived negative impact on the continued use of consumer financial products is not confirmed in this paper.