基于行为视角的高校学生“校园贷”意愿影响因素研究——以贵州师范大学为例

Factors Influencing College Students’ Willingness to “Campus Loan” from the Perspective of Behavior Research—Take Guizhou Normal University as an Example

摘要: 大学生消费与网络借贷问题不仅是互联网金融研究的热点，而且还涉及到高校的人才培养和校园安全。文章以贵州师范大学在读本硕学生为问卷调查对象进行收集数据，采用二元Logistic模型作为计量模型进行回归结果分析与解读，对影响大学生网贷意愿的行为动机、行为模式和心理需求在内的因素进行分析。结果表明：1) 消费行为和心理行为均会强化大学生网贷意愿，然而理财行为可以降低意愿；2) 性别、年级、年龄和消费金额等因素均显著影响网贷意愿。在此基础上，为引导大学生理性消费和加强网贷平台监管提出了建议。

Abstract: College students’ consumption and online lending are not only a hot topic in the study of Internet finance, but also related to the cultivation of talents and campus security. This paper collects data from the undergraduates and postgraduates of Guizhou Normal University and uses binary Logistic model as an econometric model to analyze and interpret regression results, and analyzes the behavioral motivations, behavioral patterns and psychological needs of college students that affect their willingness to borrow money online. The results show that: 1) both consumer behavior and psychological behavior can strengthen college students’ willingness to online loan, but financial behavior can reduce their willingness; 2) factors such as gender, grade, age and amount of consumption all significantly affect the willingness of online lending. On this basis, suggestions are put forward to guide the rational consumption of college students and strengthen the supervision of online loan platform.