市场营销-蚂蚁花呗对大学生群体消费行为的影响研究论文VIP专享VIP免费

蚂蚁花呗对大学生群体消费行为的影响研究摘要伴随着经济和互联网技术的发展，互联网消费信贷从无到有，出现在了各大电子商务平台上，并且快速的发展壮大。因为其简单的操作，较低的门槛，利用互联网消费信贷进行消费逐渐成为一种新的趋势。由于消费能力以及接受新事物的能力极强，大学生成为了互联网消费信贷的重要消费群体。互联网消费信贷的“先消费后付款”的消费模式与大学生超前消费的思想观念相一致，让大学生群体对互联网消费信贷的需求也是越来越高。但是互联网消费信贷为大学生带来消费便利的同时，也会对大学生的消费行为和消费习惯造成一定的影响。本文将以蚂蚁花呗作为网络消费信贷的代表，通过发放线上问卷进行调查的形式，对大学生使用蚂蚁花呗的现状进行统计调查，然后通过所得数据分析得出蚂蚁花呗对大学生消费行为造成的影响。最终得出结论为使用花呗后，大学生的消费支出明显增加。最后根据结论从大学生、蚂蚁花呗平台、国家等三个方面提出有效合理的建议，帮助大学生更正确的使用互联网消费信贷，培养正确的消费观念。关键词：互联网消费信贷；蚂蚁花呗；大学生；消费行为Study on the influence ant credit pay on College Students' consumption behaviorAbstractWith the development of economy and Internet technology, Internet consumer credit from scratch, appeared on the major e-commerce platforms, and rapidly developand. Because of simple operation, lower threshold and other reasons, the use of Internet consumer credit for consumption has gradually become a new trend. Because of the ability to consume and accept new things, college students are an important consumer group of Internet consumer credit. The consumption pattern of "consumption before payment" of Internet consumer credit is consistent with the concept of college students' consumption ahead of time, so that the demand for Internet consumer credit is also getting higher and higher. Internet consumer credit brings the convenience of consumption to college students, but also has a certain impact on the consumption behavior and habits of...