College Students' Online Consumption Behavior, Preference for Online Borrowing--A Study Based on the Consumption Situation of College Students in Jiangsu Universities

Abstract

With the rapid development of Internet finance, online loan platforms such as "Ants' chanting", "Instalment", "JD White Stripe" and "Vipin flower" are widely popular among university students.This paper collects data from some university students in Jiangsu Province through a questionnaire star, and uses semi-logarithmic OLS model and logit model to conduct an empirical analysis of the factors influencing university students' online consumption behavior and their preference for online borrowing. Based on the results of the empirical analysis, suggestions were made at the individual, family and school levels that college students should face online borrowing correctly, raise their awareness of risk vigilance and establish a correct view of consumption.