| With the development of science and technology,the Internet has become part of our life gradually.Not only it can provide people with the convenience of amusement,but also it can affect people’s consumption in financial markets.The users are allowed to buy their favorite goods by consumption quotas,and they are supposed to repay the advance loan within the required time.Through this way,they will get the intertemporal scheduling of funds.According to statistics,due to the particularity of college students,they are really occupy a large proportion in this market.However,due to the short-dated rise of Internet Consumer Credit market in our country,products and services have gradually emerged a number of drawbacks.Besides,the students’ perception on the product and external social influence will largely affect the students’behavior intention.Only to find out the real needs of college students,can we stimulate the Internet platforms to innovate continuously.Therefore,it’s really very important and essential to explore their behavior intention’s influence factors.Firstly,this paper summarizes the literatures and theories of ICF products and the users’behavior,it mainly introduces the TAM model,and lays the theoretical foundation for the exploration of this article.Then reviews the development of the market,and compares the characteristics of the representative products.And on the basis of TAM,usefulness,ease of use,risk,social influence and consumer innovation are put into the model,which influence the users’attitude and intention,and the corresponding hypothesis are put forward according to theoretical analysis.Besides,the data are collected through the questionnaire survey,and statistics software is used to test the validity of the data,in order to ensure the effectiveness of the survey,then the differences analysis in data and confirmatory factor analysis are carried out,except that,with the method of multiple linear regression,this article defined the theoretical hypothesis.The results show that there is a positive relationship between the perceived ease of use and usefulness of the individual.There is a reverse relationship between perceived risk and ease of use.People’s adoption attitude is influenced by easy of use,useful,risk,and its own innovation,and the risk plays the reverse role.At the same time,the individual’s attitude and social influence will be a comprehensive positive impact on the individual’s behavioral intention.Among them,there are significant differences because of the different level of college students’ living expenses and income.Finally,based on the above analysis,this paper provides reasonable reference for the relevant Internet Consumer Credit platform,in order to promote its more accurate grasp of college students’ own needs and perceived conditions,to innovate more suitable products,while providing better consumption for the college students. |
