Alipay ant Chanting loans Consumer behavior originated in the West, is the product of customer-oriented marketing concept. It is mainly divided into two modes of consumer behavior: rational decision-making and emotional experience. Rational decision-making focuses on the factors that influence the consumer's decision-making process.
? The most representative of this consumer behavior model is the economics and cognitive psychology consumer behavior model, the former believes that the consumer decision-making is made in accordance with the principle of maximizing the utility of the choice of goods, is the "economic man" CEconomic Man; the latter believes that the consumer is the "cognitive man" C Cognitive Man, think that the consumer is the "cognitive man," the consumer is the "cognitive man". The latter believes that consumers are "Cognitive Man" and focuses on the relationship between perception, learning, memory, beliefs and attitudes and consumer decision-making behavior. Emotional experience model that consumers are "Emotional Man", from the perspective of consumer psychological feelings to understand consumer behavior in the cause is the focus of research.
Chanting loans The decision-making process of consumer purchasing is only a small part of the customer's experience of consumption, and the study of consumer behavior should be expanded to include all aspects of value creation, including how the consumer acquires, uses, and disposes of the consumer goods, which can achieve the consumer's goals, fulfill a need, and satisfy a desire, compared to the whole process of consumption. Lee C. et al C 2007 ) that the consumer's purchase decision is mainly governed by the purchase motivation, and personal characteristics have an impact on the purchase motivation and decision-making; mobile adoption research believes that personal characteristics and motivation is an important influence on consumer adoption decision-making. The consumption pattern mainly refers to the consumption characteristics of a certain period of time, including the content of consumption, the level of consumption, the structure of consumption, the way of consumption, the consumption of hobbies and consumption trends, including the deep connotation.
In the study of the current situation of financial product innovation in China's banks, it was found that most of the banks' pricing strategies are basically ineffective and have little impact on consumer choice. At the same time, scholars suggest that in order to attract more consumers and expand the market, it is necessary to pay more attention to the three elements of the new financial products, namely, the convenience of settlement, the ability of the new products to avoid risk, and the ability to bring the consumers to increase profitability.
In the study of consumer behavior in Internet financial products, it was found that the personal characteristics of consumers and the characteristics of the product itself are the factors that influence consumers to choose the product. Among them, consumers' own risk appetite and knowledge reserves of the product make consumers perceive the value of the product as an important evaluation index; the yield, liquidity, risk and investment threshold of the Internet financial products are the four main indicators of the consumer's choice of products. Internet financial products with high yield, low investment risk, strong liquidity, low investment threshold and other characteristics can well meet the needs of consumers' financial management, shopping, cash and other needs.
Chanting Loan Internet credit has the characteristics of low threshold, convenient and fast, high success rate, close to the user and so on. Guo Daohu and others in the study of Internet finance microfinance is proposed, Internet microcredit consumption mode is an innovative model, relative to the traditional consumption concepts and consumption habits of our residents, this mode to become the norm of consumption behavior of our residents is to take a long time. Because the residents may be on the uncertainty of this kind of future consumption to produce more preventive psychology.
An analysis of structural equation modeling based on Internet financial management consumer questionnaire data shows that consumer satisfaction is a key factor affecting Internet financial management consumer loyalty. There is a direct positive correlation between satisfaction and user loyalty. The results of the data analysis show that the network externalities have an obvious direct effect on consumer loyalty as well as the obvious direct effect of perceived pleasantness on consumer satisfaction exists only in the balance of consumer loyalty generation mechanism.
In using the TAM model to analyze the consumer behavior of certain Internet consumers, it was found that the rational influencing factors affecting consumer behavior are mainly divided into the consumer's personal and product aspects, of which the personal factors are mainly the consumer's cognitive experience and consumption habits, while the product aspects are mainly preferential discounts, the enterprise's financial situation and the security of the payment system. And irrational influencing factors are mainly derived from the psychological theory of stimulation and emotional theory, which will form the consumer's impulse consumption.
Based on empirical data from six provinces in central China, the publicity effect moderating factors of the image of Internet finance are studied from six aspects, including maintenance of organizational relationships, differentiation of audience differences, attitude and ability of the communicator, communication content and corporate image, and the source of the communication method, etc. Among them, the ones that have a significant positive effect on all the cognition of the Internet finance brand are "recipient professionalism Among them, the factors that have significant positive effects on the perception of Internet finance brand are "receiver's professionalism", "receiver's initiative", "customer's image", "consumer's concept", transparency of product information, corporate image, risk level, credit level, etc. .
In the context of Internet finance on the consumer behavior of college students, the study pointed out that because the Internet finance has a low threshold, convenient, easy to operate and other characteristics, more than a quarter of college students have a curiosity about the Internet financial products, want to try. More than half of them tend to favor the low threshold and high investment returns, and the other half are due to the factors of its quickness and transparency of payment. In the era of big data, the consumer behavior of college students in Internet finance is characterized by smaller investment, reasonable structure and rational cognition.