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校园互联网消费金融是指高校学生通过互联网平台获得消费信贷的一种新型金融服务。本文根据校园互联网消费金融的特点,在UTAUT模型的基础上加入“信任”和“消费场景”两个变量构建了六因素模型,以武汉四所高校的大学生为调研对象,运用结构方程模型分析了大学生消费金融使用意愿与行为的影响因素。结果表明:绩效期望、社会影响、信任因素和消费场景对大学生使用校园互联网消费金融意愿具有显著的正向影响,并通过使用意愿对使用行为产生间接影响;努力期望对使用意愿的影响不显著;促进因素对使用行为的影响不显著。最后,本文提出了进一步发展校园互联网消费金融的几点建议。
Campus Internet Consumer finance refers to a new type of financial services that college students get consumer credit through the Internet platform. Based on the characteristics of campus internet consumer finance, this paper constructs a six-factor model based on the UTAUT model by adding two variables, “trust” and “consumer scene”. Taking the university students in four universities in Wuhan as the research object, The equation model analyzes the influencing factors of college students’ willingness and behavior to use consumer finance. The results show that performance expectancy, social influence, trust factor and consumption scenario have a significant positive impact on college students’ willingness to use the Internet for consumer finance, and have an indirect effect on usability through their willingness to use. The influence of effort expectancy on their willingness to use is not significant. The influence of promotion factor on the use behavior is not significant. Finally, this paper puts forward some suggestions on how to further develop the consumer internet finance in the campus.