Campus Internet Lending User Behavior Analysis

With the continuous improvement of Internet technology and students' consumption level,the number of financial platforms on campus is increasing rapidly,and the collateral risks are also accompanying.The vicious events such as violent collection,naked strip lending and so on have caused the key supervision and controlling of the schools,the Ministry of Education,the China Banking Regulatory Commission and other relevant departments.At the same time,the problem of high bad debt rate of campus finance has gradually exposed,which makes the campus consumer financial dividend disappear gradually,and the competition for user resources of various campus financial platforms has intensified.The platform needs to fully understand the characteristics and consumption habits of users in order to improve their user stickiness and expand the potential customer base in the fierce competition.Taking full-time college students in Wuhan as the research object,this paper probes into the influencing factors of college students' willingness to use the campus consumer finance,the characteristics of campus consumer finance users and the satisfaction of the users to the platform,so as to put forward suggestions for improving the exist platform.And then by analyzing the loan intention and product preference of potential users of new credit card,this paper puts forward some guiding suggestions for the development of new service products developed by campus consumer finance.The main contents of the study are as follows: First,according to the results of the survey,describe statistical analysis of the questionnaire data to understand the current situation of the use of campus finance,the basic characteristics of users and their historical credit characteristics;Second,using the binary choice model to explore the significant factors that affect the use of campus finance;Third,using the structural equation model to explore the users' satisfaction with campus consumer finance.Fourth,establish the stochastic forest model to explore the demand of the potential users for the new product of campus consumer finance-the credit card of college students,and provide some ideas for the development of the new product of campus consumer finance.Through the research,this paper draws the following conclusions: First,the campus financial market is huge;Second,the campus financial users tend to use the loan funds for small daily consumption;Third,the use of campus finance is highly related to the user's degree of understanding;Fourth,the user's satisfaction with campus finance is high.Finally,according to the above conclusions,this paper puts forward the following suggestions for the development strategy of campus finance: First,strengthen self-regulation to eliminate negative news sources;Second,strengthen the popularization of campus financial knowledge and clear the blind area of knowledge and misunderstandings;Third,provide different services for different types of users to enhance user stickiness.