大学生消费支付方式选择的影响因素分析

发布时间：2018-04-11 15:07

本文选题：大学生 + 支付方式　；参考：《云南财经大学》2017年硕士论文

【摘要】：中国历史源远流长,至今已经历了几千年的历史变革。与此同时,支付方式也随着时代的变革、经济的发展种类越来越多功能越来越全。支付方式的不断发展,一方面便利了人们的生活,另一方面,改变了人们以现金交易为主的传统支付方式。近年来,为了争夺支付市场,各种支付方式的运营商提出了一系列的措施,比如优惠减免措施、增加服务功能、扩大使用范围等等。然而,这些措施究竟是否有效?是哪些因素影响用户对支付方式的选择?这些因素是如何作用的?这些问题成了各大运营商急需解决的问题。本文通过调查大学生日常消费时支付方式的选择来对这些问题做出回答。选择大学生作为研究对象是因为:他们作为社会新技术、新思想的前沿群体,代表着最先进的流行文化;接受过高等教育,学习能力强,易于接受新的事物;作为“千禧一代”的他们将成长和成为社会的中坚力量,主导未来10年的消费格局。本文可以分为三大部分:第一部分,首先从广义和狭义两个方面简述支付的定义;然后根据不同支付方式出现时间的先后顺序,从货币支付、电子支付以及第三方支付三方面阐述支付方式的发展历程;最后对本文所研究的五种支付方式(现金、刷卡、网银、支付宝和微信)的定义和特点做简要介绍,为下文的进一步分析做铺垫。第二部分,搜集国内外学者对支付方式选择影响因素研究的相关文献,对其进行梳理,在此基础上,选择云南财经大学的大学生作为主要调查对象,设计问卷,调查其日常消费时对现金、刷卡、网银、支付宝和微信这五种常用支付方式的选择行为。在获得问卷数据后,通过描述性统计方法分析调查样本的基本统计特征、大学生对各种支付方式的接受程度、使用各种支付方式进行交易的主要和次要业务以及大学生将来是否会选择这些支付方式进行理财和大额交易。第三部分,利用机器学习中的各种判别方法从消费者的个人特征、支付方式自身的特点和支付环境三个方面来研究影响大学生消费支付方式选择的因素,建立影响因素模型,以通过模型分析影响用户支付方式选择的因素以及作用机制。此外,为了比较不同方法的分类效果,把全部调查数据分为训练集(80%)和测试集(20%)两部分,根据误判率的值找到与调查数据相合适的分类方法。综合这些方法的输出结果,得到影响大学生消费支付方式选择的重要因素。结果表明:日常生活中选择支付宝作为主要支付方式的学生人数最多,选择现金作为主要支付方式的学生人数次之,选择微信作为主要支付方式的学生人数与选择现金作为主要支付方式的学生人数相比有很大的差距,选择网银和刷卡作为主要支付方式的学生人数最少;选择支付宝和微信作为主要支付方式的学生利用该支付方式进行交易的主要业务和次要业务分别为购物和转账,这些学生中将来选择支付宝作为理财方式的学生数远大于选择微信作为理财方式的学生数;此外,机器学习的七种具体分类方法中随机森林对训练集和测试集的拟合效果最好,在诸多变量中购物场所、年级、家庭收入、月生活费、支付金额和支付方式的安全性及优惠力度对大学生日常生活中支付方式的选择有重要的影响。最后指出了本次研究的不足之处,并对今后的进一步研究做了展望。
[Abstract]:China has a long history, has experienced thousands of years of history. At the same time, payment with the change of the times, the development of more and more types of function of the economy more fully. The continuous development of payment, a convenience to people's lives, on the other hand, changed people to the traditional way of payment of cash transactions in recent years, in order to compete for the payment market, various ways of payment operators put forward a series of measures, such as preferential measures to increase services, expand the scope of use and so on. However, these measures are effective? What are the factors influencing the user to select the mode of payment? How are these factors of these problems? The operators need to solve the problems. Through the investigation of College Students' daily consumption payment options to make the answer to these questions. Choose the University Students as the research object is that: their new technology as a social group, leading to new ideas, represents the most advanced and popular culture; received higher education, learning ability, easy to accept new things; as millennials they will grow and become the backbone of the society, the dominant in the next 10 years the pattern of consumption. This paper can be divided into three parts: the first part, firstly from two aspects of the broad and narrow definition of payment; the order and time according to the different methods of payment, from monetary payment, electronic payment, third party payment three aspects of the development process of the mode of payment; five payment at the end of this paper study (cash, credit card, online banking, Alipay and WeChat) briefly introduces the definition and characteristics, laying the groundwork for the further analysis. The second part, from domestic and foreign scholars on the payment selection Choose the factors affecting research, carries on the analysis, on this basis, choose the Yunnan University of Finance and Economics students as the main research object, design the questionnaire survey, the daily consumption of cash, credit card, online banking, Alipay and WeChat, the choice behavior of five kinds of commonly used payment methods. In the questionnaire data, through descriptive statistical methods investigation and analysis of samples of the basic statistical characteristics, college students' acceptance of all kinds of payment way, whether the use of various ways of payment transactions of the main and secondary business and the students will choose the way of financial payment and the big deals in the future. The third part, the personal characteristics of consumers from discrimination by various kinds of methods of machine learning in three aspects. The characteristics and methods of payment payment environment itself to study the factors influencing the choice of way for students to pay consumption, establish the influence factors In the model, through the analysis of the model of user payment factors mode selection and mechanism of action. In addition, the classification results for comparison of different methods, all the data into the training set and the test set (80%) (20%) the two part, according to the error rate of classification method and find the value of survey data appropriate to the output results. These methods, are important factors influencing the selection of college students pay consumption. The results showed that the number of students in the daily life of Alipay as the main method of payment, cash payment as the number of students of the time, compared to the number of students choose WeChat as the main mode of payment and the number of students as the main cash payment the way there is a great gap between the minimum number of students choose online banking and credit card as the main payment; Alipay and WeChat as the main payment The main business of the students use the mode of payment transactions and business for shopping and transfers, these students will choose Alipay as a way of managing money the number of students is far greater than the choice of WeChat as a way of managing money the number of students; in addition, the best fitting effect of seven kinds of specific classification methods of machine learning in the training set and random forest the test set, shopping in many variables in place, grade, family income, monthly living expenses, payment amount, payment security and preferential has an important influence on the choice of payment in students'daily life. Finally points out the shortcomings of this study, and further research is prospected.

【学位授予单位】：云南财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F126.1;G645.5

【参考文献】