Research On The Influence Of Internet Finance Innovation On College Students’ Consumption Behavior

In recent years,under the combined influence of a series of factors such as Internet technology advancement,financial deepening,and customer group changes,Chinese Internet finance is developing rapidly,showing great market space and development potential.Internet consumer credit plays an important role in Internet finance.Major Internet giants continue to infiltrate consumer credit business for Internet finance innovation.they established an Internet consumption platform centered on third-party payment and e-commerce,launched a series of Internet consumer credit products,such as “ant check later”.With its convenient features and personalized service,“ant check later” quickly occupied the market once it was launched.Today’s college students as a generation with the growth of the Internet,they have a non-negligible position in the consumer market,and they have strong consumer potential and consumer desire.Internet financial innovation products and business ease the liquidity constraints of college students’ consumption,so that college students can enjoy advanced consumption services.Therefore,the use of “ant check later”by college students will definitely affect their consumption.This paper takes college students as the research subject and analyzes the consumption behavior of college students.Firstly,summarize the current status of Internet finance and consumer behavior impact,introduces the transaction process and characteristics of “ant check later”,and compares it with other Internet credit products.Secondly,conducted a random questionnaire survey on college students.and descriptive analysis and empirical analysis were carried out on the questionnaire data.Analysis of the current situation of college students using “ant check later” and existing problems,and study on the effect of“ant check later” on college students’ consumption behavior.Processing and analyzing the data.The conclusion is that the use of “ant check later”significantly improves the consumption level of college students,and even causes excessive consumption,and the frequency of using “ant check later” and the amount of “ant check later” have a significant positive impact on college students’ consumption levels.Finally combined with survey data and conclusions,and puts forward policy recommendations on the three levels of college students,“ant check later”and country.