Research On The Influence Of Internet Consumer Credit On College Students’ Consumption Behavior ——Take Chengdu As An Example

As e-commerce and mobile payments rising,traditional financial industry ushered in new opportunities,and Internet consumer credit came into being.Internet consumer credit explores the "long-tail customer" group ignored by the traditional financial industry,increases the amount they can consume in the current period,and eases the liquidity constraints of long-tail customers.As a member of the long-tail group,college students have novel consumption concepts and strong willingness to consume.In addition,Internet consumption has the characteristics of low threshold for use,convenience and speed,which has caused college students to be attracted by Internet consumer credit.Internet consumer credit provides convenient loan support for college students who have to choose to delay consumption due to financial constraints,which will also affect the consumption behavior of college students.Chengdu college students are research object in this paper,and analyzes the influence mechanism of Internet consumer credit on college students’ consumption level and consumption structure based on the absolute income hypothesis,permanent income hypothesis and liquidity constraint theory,and uses Logit regression to analyze the factors affecting college students Internet consumer credit.On this basis,this paper uses the propensity score matching method to verify the influence of Internet consumer credit on the consumption behavior of college students.The research found:（1）On the whole,Internet consumer credit can improve the consumption expenditure level of college students by alleviating the liquidity constraints of college students,but it does not promote the upgrading of the consumption structure of college students;（2）In terms of grouping,compared with non-debt students Compared with the above,the consumption expenditure level and the upgrading effect of the consumption structure of the debt students who use the Internet consumption credit are more obvious;while the influence of the use of the Internet consumption credit on the consumption behavior of college students does not show a clear trend due to the increase of education.Based on questionnaire and empirical research results,the author makes suggestions from three levels: college students,platforms,and government.College students should cultivate rational consumption concepts,improve their credit awareness and adjust their consumption structure;in terms of platforms,they should strengthen construction and management,and promote product innovation;guiding role.