市场营销-网络信贷消费对中山校区大学生消费行为的影响 ——以蚂蚁花呗为例论文.docx

网络信贷消费对中山校区大学生消费行为的影响 ——以蚂蚁花呗为例 【摘要】 随着互联网金融市场的发展，诞生了“蚂蚁花呗”、“京东白条”等一系列新兴的网络信贷消费产品，改变了原有的消费方式和消费环境，这也影响着消费者的消费观念和消费行为。新兴网络信贷消费的出现对当代大学生而言，无疑是一种崭新的消费方式。而大学生作为具有庞大的消费潜力的特殊群体,逐渐成为网络信贷消费的主力军，对网络金融的发展产生重要影响。那么，网络新贷消费对大学生消费行为产生了哪些具体的影响、大学生应如何理智对待网络信贷消费等这些问题值得我们深入探究。 本文以“蚂蚁花呗”为例，对中山校区大学生使用“蚂蚁花呗”的基本状况进行研究，通过问卷是调查数据剖析当代大学生对网络信贷消费对大学生消费行为的影响。从而对大学生理性进行网络信贷消费以及网络信贷消费平台的发展等方面提出合理建议。 【关键词】网络信贷消费；大学生；消费行为；蚂蚁花呗 The Impact of Online Credit Consumption on the Consumption Behavior of College Students in Zhongshan Campus——Taking Ant Flower Bark as an Example [Abstract]With the development of the Internet financial market, a series of emerging online credit consumer products such as “Ant Check Later” and “Jingdong Baitiao” were born, which changed the original consumption methods and consumption environment, which also affected consumers consumption concepts And consumer behavior. The emergence of emerging online credit consumption is undoubtedly a new consumption method for contemporary college students. As a special group with huge consumption potential, college students have gradually become the main force of online credit consumption, which has an important impact on the development of online finance. So, what are the specific effects of online new loan consumption on college students consumption behavior, and how should college students treat intellectual credit consumption rationally? These issues deserve our in-depth exploration. This article takes “Ant Check Later” as an example to study the basic situation of college students using “Ant Check Later”. The questionnaire is a survey data to analyze the impact of contemporary college students ’online credit consumption on college students’ consumption behavior. Therefore, it puts forward reasonable suggestions for the universitys physiology of online credit consumption and the development of online credit consumption platform. [Keywords ]Online credit consumption, College Students, consuming behavior, ant check later. 目 录