不同框架效应下大学生网络借贷决策研究

发布时间：2018-07-28 12:26

【摘要】：校园网络贷款从2015年开始风靡校园,但在为大学生带来提前消费便利的同时,也造成了“裸条”事件等负面新闻。在影响大学生选择网贷平台的种种因素中,不可忽视的是网贷平台在产品宣传上的导向性:对逾期利率的模糊表达,省去对网贷后果和风险的说明,再结合大学生群体特殊的消费习惯,造成了校园网贷引起的巨大争议。而框架效应作为研究不同表述影响行为决策的最佳范式,在被发现的近四十年中受到国内外学者的关注,其中效价框架效应中的属性、目标和风险框架成为研究者使用最多的分类方式。为探究校园网贷平台产品宣传对大学生行为的影响,本研究从三类框架效应出发,选择大学生消费最多的学杂费缴纳、服装鞋帽和数码3C情境,自行编制网络借贷情境材料,选取大学生作为被试。依次探究属性、目标和风险框架下大学生的选择偏好。并考察被试在实验后的负性情绪。结果表明:(1)属性框架下,被试在三种情境中均出现框架效应,女性在数码3C情境中出现框架效应且更倾向于作出网贷决策,文科学生在更倾向于在学杂费缴纳情境中选择网络借贷,不同生活费水平的被试并无选择倾向上的差异;(2)目标框架下,被试在服装鞋帽和数码3C情境中出现框架效应,被试在学杂费缴纳情境中选择网贷意愿最强,女性在服装鞋帽情境下选择网贷意愿强于男性;文科学生在更倾向于在学杂费缴纳情境中选择网络借贷,生活费水平越高,被试更愿意作出网贷或分期消费决策。(3)风险框架下,被试在三种情境中均出现框架效应,男性、文科以及生活费水平较高的被试更易出现选择偏好。(4)通过对实验后情绪的比较,正性框架被试与负性框架被试的负性情绪并无差异。
[Abstract]:Campus network loan has been popular on campus since 2015, but it has also caused negative news such as "naked strip" event while bringing convenience for college students to consume ahead of schedule. Among the factors that influence college students to choose the internet loan platform, it can not be ignored that the network loan platform is guided by the product propaganda: the fuzzy expression of overdue interest rate, and the explanation of the consequences and risks of the net loan can not be ignored. Combined with the special consumption habits of college students, the campus network loan caused great controversy. Frame effect, as the best paradigm to study the influence of different expressions on behavior decision-making, has attracted the attention of scholars at home and abroad in the past 40 years. Goal and risk framework has become the most widely used classification method. In order to probe into the influence of campus network loan platform product propaganda on college students' behavior, this study, starting from three kinds of frame effects, selects the college students who consume the most tuition fees, clothing, shoes and hats and digital 3C situations, and compiles the network lending situation materials by themselves. College students were selected as subjects. Explore the choice preference of college students under the framework of attributes, objectives and risks in turn. The negative emotion of the subjects after the experiment was investigated. The results showed that: (1) under the attribute frame, the subjects had frame effect in all three situations, while women had frame effect in digital 3C situation and were more inclined to make network loan decision. The liberal arts students were more inclined to choose online borrowing in the situation of paying tuition and miscellaneous fees. There was no difference in the choice tendency among the subjects with different living expenses. (2) under the goal framework, the subjects had frame effects in clothing, shoes and hats and digital 3C situations. The participants had the strongest willingness to choose net loan in the situation of paying tuition and miscellaneous fees, and women had stronger willingness to choose net loan than men in the situation of clothing, shoes and hats; liberal arts students were more inclined to choose network loan in the situation of paying tuition and miscellaneous fees, and the higher the living cost level was, the higher the cost of living was. The subjects were more willing to make the decision of net loan or consumption by stages. (3) under the risk framework, the participants had a frame effect in all three situations. The male, the liberal arts and the subjects with higher living standard were more likely to have a preference for choice. (4) by comparing the emotion after the experiment, the subjects were more likely to have a choice preference. There was no difference between positive frame participants and negative frame subjects.
【学位授予单位】：云南师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：B842

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