The Causes and Intermediary Mechanism of Chinese College Students' Indulging in Online Credit Consumption

Abstract

Although China’s state's further regulation of university Internet consumer loans has reduced the incidence of inducing college students to use online credit, college students' indulging in online credit consumption is still a problem to be solved. Analyze problem with online credit consumption addiction of college students by establishing a formation model of online credit consumption beliefs. Distribute questionnaires relying on the online and offline, 315 answer sheets were collected. After empirical research, factor analysis shows that online credit attitude is composed of four factors. Regression analysis shows that lending motivation, repayment stress, credit cognition, and risk awareness significantly affect the solidified online credit thinking, while consumption motivation and risk awareness significantly affect the online credit selection inertia. Structural equation model analysis show that influence of lending motivation, repayment stress, credit cognition, and risk awareness on the solidified online credit thinking and the online credit selection inertia basically have an intermediary mechanism of online credit consumption addiction. The above results provide an important theoretical basis for categorizing students by addiction degree of online credit consumption and providing effective guidance for students with indulgent tendencies.