摘要
随着电子商务在中国的迅猛发展,线上消费与线上支付方式快速普及。在此背景下,以"蚂蚁花呗"和"京东白条"为代表的信贷产品凭借着手续简便、操作灵活、利率较低等优势逐渐在大学生这一消费群体中打开市场。对浙江省四所不同类型高校的569名大学生进行调查,运用鲍德里亚消费社会理论与消费心理理论,通过比较分析、交叉性分析等多种分析方法对调查数据进行研究,我们可以分析出大学生使用信贷产品前后消费观念的变化。在此基础上,我们对如何促进大学生理性看待信贷产品以及树立良好消费观念提出相应的建议措施,希望能起到有效的引导作用。
With the rapid development of e-commeree in China, online consumption and online payment methods are rapidly spread- ing. Under this background, the credit products represented by ＂ant flower 呗＂ and ＂Jingdong white strip＂ gradually opened up the market among college students as a consumer group with the advantages of simple proeedures, flexible operation and low interest rates. A survey of 569 college students from four different types of colleges and universities in Zhejiang Province, using Baudrillard＇s theory of consumer society- and consumer psychology, through comparative analysis, cross-analysis and other analytical methods to study the survey data, we can analyze college students Changes in the concept of consumption before and after the use of credit prod- uets. On this basis, we propose corresponding measures for how to promote college students＂ rational view of credit products and es- tablish a good consumption concept, hoping to play- an efleetive guiding role.
作者
王艺臻
Wang Yizhen(College of Economics and Management,Zhejiang Ocean University,Zhoushan 316000,China)
出处
《江苏商论》
2018年第10期17-22,共6页
Jiangsu Commercial Forum
基金
2018年度浙江海洋大学大学生创新训业计划项目"‘E时贷’大学生消费观念的调查研究--基于浙江省四所高校的数据分析"(编号:xj2018103)资助
指导老师李秀辉
关键词
大学生
信贷产品
消费观念
消费社会
超前消费
college students
credit products
consumption concept
consumer society
advanced consumption
