2024年3月5日发(作者：)

互联网金融对居民消费的影响

With the development of the Internet, Internet finance has also

appeared. What impact does Internet finance have on consumers'

consumption behavior?

Internet innovation in finance -- take Hua Bai as an example

The so-called Internet finance, in fact, is a new financial model

generated after the combination of finance and Internet. Compared with

traditional finance, Internet finance is actually based on the data of the

Internet and relies on the network as a platform, ultimately realizing the

expansion and extension of traditional financial services. The so-called

Ant Huayuan is actually a new product under Ant Financial, which is a

financial service generated after combining with e-commerce. On

Singles' Day in 2015, the number of transactions paid by Ant Huabei

reached 60.48 million, and the success rate of payment basically reached

99.99%. For the person in charge of ant Huabian operation, it estimated

that after the payment success rate of the flower is improved by 2-3

percentage points, the consumption of 130 million yuan can be

generated by one percentage point improvement.

▲ Internet Finance

Collect data on Internet finance

Through an online survey can know, is expected to a total of 332

copies of questionnaires, and the actual recycling about 332

questionnaires, efficiency reached 100%, through the network of the

efficient transmission characteristics has certain representativeness

questionnaire samples will certainly, so in the process of related research,

it provides abundant data resource.

Data analysis of Internet finance

After obtaining certain data, it is necessary to analyze these data.

The first is the influence of different factors on the average online

shopping amount of each month. Since various innovative products of

financial research are mainly studied, and the Internet financial model is

generated by combining Ant Huabian with e-commerce as the

representative, the relevant questionnaire mainly takes online shopping

as the center. From the consumption function, we can also know that

there is a certain relationship between income and consumption, and

income is related to a person's occupation, age, gender and the city

where the person works and other types of factors. The so-called

marginal consumption, income level and other influences, the

characteristics of various consumption factors are closely correlated. If

the linear regression is carried out for these factors, it is obvious that the

city type and occupation type are not obvious at the significance level of

0.05. Considering multiple regression, may be because of the

characteristics of the variable exists between a contribution of, make

individual variables is not obvious, so we're going to make the

collinearity diagnosis for the model of the process, will find that the

value of the model is deviating from the ten words, model is the better,

simply does not exist a variety of linear features. After removing the

insignificant variables, we can return to regression analysis. Through

relevant understanding, we can know that gender, age, monthly income

level, monthly total online shopping and monthly living consumption

have obvious influence characteristics. And through the analysis of the

analysis of the age and gender, women on the average number of online

shopping is certainly more than men on average the number of online

shopping, with online shopping and monthly average amount showed a

negative correlation between age and the relationship between the

monthly income level and consumption of life and is to present a kind of

direct proportion relationship between average monthly online

shopping.

▲ Internet Finance

For installment payment choice of study, through to the inadequacy

of commodity prices installment quota, consumers choose the

correlation, after various investigation, can know the price of a

commodity as 590 yuan, 600 yuan will be able to achieve, analysis of

payment will be 26.5% of the people can analyze payment limit

insufficient in commodity prices, Choose to single way to fight to

implement instalment, this shows that the installment payment for

consumers there is a very attractive, the appeal may make the lower

limit of goods payment in the edit control process, make the price

elasticity of change, cool, price elasticity changes, the process of pricing

for consumers, has very important reference significance. In the past, it

has a certain pricing method for consumer psychology, and in this

process, the pricing method will also change. If the attraction of

installment payment to consumers exceeds the process of this pricing

method, then it will produce an attraction in the process of bringing a

strong psychological hint. Rational consumers tend to make some

different choices than before.

▲ Internet Finance

Through the analysis of the data after the conclusion

The amount of consumers also has a certain influence. According to

the results of the survey, it can be known that the average monthly

consumption amount can increase by about 25% after the use of

Huayuan. If the consumption limit increases by 300~500 yuan, it can

increase by 12%; if the consumption limit increases by more than 500

yuan, it accounts for a long time, and the value of the unchanged people

is controlled at 53%. After only 1% of people use Huayuan, the average

consumption limit of each month will decrease.

▲ Internet Finance

These data reflect that in this part of the investigation process,

nearly 50% of people's consumption amount will increase after using

Huayuan, the average increase amount. It has reached about 150 yuan.

Among these users, the monthly online shopping consumption is

controlled at 42.77 percent. In general, and their average monthly online

consumption control in 320 yuan, although the data without any

seasonal consumption characteristics of the price level as well as a

variety of subjects is not completely consistent, so may a certain

influence on the result, but this value reached 40%, for growth, there are

still some problems.

▲ Internet Finance

For consumption structure also has a certain influence, yin-hua

wang is used, in addition to the total amount have an impact on

consumption, in fact for the consumption structure, it also can produce

certain change, in Tmall and flower bai installment purchase, merger use

spend bai can shaanxi instalment privileges, but only when prices to

more than 600 yuan, In order to use the installment payment method,

spend bai shopping analysis, payment setting, there are three periods,

these three periods can be free of interest, the user only after confirming

the receipt of goods on the 10th of the next month, then pay off the first

phase of the payment can be. The later payment will be paid back over

several months, which means that as long as the product supports

installment payment, the users of Ant Huabai will be able to get interest

free repayment for a long period of time. This will also make many users

in the face of choosing less than 600 yuan of goods, will be more than

600 yuan of goods will be tempted, have a certain impact.

▲ Internet finance network diagram

So in the price of consumer goods to choose, because such

preferential, make consumers to choose some goods price analysis of

more than 600 yuan payment offline, because take bai the existence of

this kind of consumer credit, from above consumable funds for each

month, consumers are a increases, for some people income level is low,

Payment when there is no such an analysis, consumer credit products

produced, and their financial status is not able to use a credit card, they

are most likely to choose one quality is poor, lower commodity prices, or

simply does not have certain purchasing power for some goods, so

consumer credit can be completely that some problems are solved, It

distracts them from the various consumption pressures they face at

present. For those people with unstable income, this kind of consumer

credit can also make their consumption curve become very smooth,

reduce the impact of unstable income, and relieve the pressure of their

life.

▲ Internet finance network diagram

The process of making people unable to use the same funds is to

achieve the best results. Especially for the young generation, people can

not quickly change the concept of consumption. When undertaking large

expend to overdraw consumption then, this just is a breakthrough point.

▲ Internet finance network diagram

Summary and suggestions of Internet finance

Internet financial innovation, it has brought the very big influence

to people's life, through the relevant data can prove that gender, age,

income level and consumption amount, for the total amount of online

shopping will have a certain influence, and based on these, the use of

the Internet financial products ants spend bai, impact on consumer

spending behavior, Some analysis has also been made. Through these

analysis, we want to make some Suggestions, the first is for consumers,

the Internet financial innovation has made some consumers increases,

the consumer behavior of flower bai such consumer credit and a variety

of electronic currency phenomenon, may produce some consumers

excessive consumption, produce certain pressure to the daily lives of

consumers, Therefore, for consumers, they should choose rational

consumption and make a correct evaluation of the value of goods and

their consumption ability.

▲ Internet finance network diagram

Followed by merchants for groups of advice, don't undergo

differentiation marketing, for different consumer groups, the innovative

financial products has to be differentiated marketing, but for different

consumer object, adopt various flexible marketing means, such as for

online shopping, shopping more affirmation is a girl, can increase some

publicity, Realistic presence of specific women's products, rather than

wool harvesting, can increase the use of financial services. Get more

users for yourself. In this way, the market share has also been

significantly improved. It can also provide differentiated products and

services. Based on the theory of industrial organization, the extent to

which enterprises control the market depends on how successful they

are in differentiating their products. For different consumption levels of

consumer groups.

▲ Internet finance network diagram

Their demand for a variety of financial products and financial

services are different, such as in the student body without some income,

so their consumption level is not high, can proper makes the lower limit

of the installment, reduce to give a detailed their feet long, the time of

reimbursement, so as to make the product sales increase. And that they

can fully use of price elasticity, better products for a variety of price

elasticity, adopt the method of payment by installment, bring attractive

at the same time, also make all kinds of psychological suggestion

attractive, people to consumption, product sales have brought,

businesses can in the process, appropriate price adjustment. For

example, the limit of 600 yuan can actually be reduced to 599 yuan.

Although this psychological implication is not very obvious, many people

are still attracted by the fact that the number at the beginning of the

hospital is different after the hospital is lost. In this case, the form of

installment payment will play a certain role of icing on the cake.

Therefore, financial service institutions and merchants can achieve

win-win cooperation.