市场营销-基于UTAUT模型的大学生使用蚂蚁花呗偏好研究论文.docx

基于UTAUT模型的大学生使用蚂蚁花呗偏好研究 【摘要】随着手机客户端的发展应用和互联网金融的飞速发展，信贷服务正在被越来越多的人所接受并使用，支付宝推出的信用消费工具——蚂蚁花呗“先消费，后付款”的购物体验对大学生群体的用户渗透率也日益提高。本文的研究对象为大学生，一方面找寻用户使用蚂蚁花呗意愿的影响因素，了解蚂蚁花呗在大学生群体中的使用情况，一方面也能就现存问题提出对应的建议。本文采用线上问卷的调查方式收集数据，用SPSS21.0软件对数据进行相关性和回归分析，得知当商户提供蚂蚁花呗结算服务且有折扣或者低价方面的优惠，会更吸引用户使用蚂蚁花呗进行支付。男性大学生在商户提供蚂蚁花呗结算服务且有一定优惠时乐于使用，而女性大学生在蚂蚁花呗的使用上则受周围人的影响较大。本文据此建议蚂蚁花呗从信用体系、后台技术支持、用户体验、用户消费观念这四方面改进。 【关键词】蚂蚁花呗；UTAUT模型；大学生；使用偏好  Study on the preference of using Ant Credit Pay by college based on UTAUT model [Abstract] With the development of mobile app and the rapid development of Internet finance, credit service is being accepted and used by more and more people. The credit consumption tool launched by Alipay -- Ant Credit, its service of spend first, pay later, has increasingly increased the user penetration rate of college students. In this study, college students are selected as the research object. By exploring the factors affecting users willingness to use Ant Credit, the current situation of college students use of Ant Credit is further understood, and relevant countermeasures and Suggestions are proposed for the existing problems. This paper used questionnaires survey to collect data and then carried out correlation analysis and regression analysis finding that if merchants provide settlement service of Ant Credit, users would consider using and getting discount by using Ant Credit would be more attractive to users. Male college students are willing to use Ant Credit when merchants offer a certain discount, while female college students are more reluctant to fall behind others around them. Based on the above conclusions, we suggest the platform to improve the credit system, improve technical support and pay great attention to user experience. It is also suggested that college students establish a good concept of financial management and consumption. [Keywords] Ant Credit UTAUT College Preferences  目 录 1. 前言 1 2. UTAUT模型与蚂蚁花呗使用偏好相关概述2 UTAUT模型2 使用偏好的概念2 2.3. 蚂蚁花呗相关概述2