计划行为理论视角下校园贷网络借款行为影响因素研究  

Influence Factors of Online Borrowing Behavior in Campus Loan:Based on the Theory of Planned Behavior

作　　者：胡茜茜[1,2] 朱永祥 王双龙[1,2] HU Xi-xi;ZHU Yong-xiang;WANG Shuang-long(Research Institute of Intelligent Finance and Digital Economy,Southwest University;College of Economics and Management,Southwest University)

机构地区：[1]西南大学智能金融与数字经济研究院,重庆400715 [2]西南大学经济管理学院,重庆400715

出　　处：《当代金融研究》2020年第2期93-103,共11页Journal of Contemporary Financial Research

基　　金：重庆市社科规划项目“高校学生网络借贷风险及其控制研究”(2016QNSH17)以及西南大学智能金融与数字经济研究院科研基金项目“大数据视角下金融市场情绪对中小股东治理参与行为的影响研究”(20YJ0106)。

摘　　要：校园贷因对学生开展借款业务而隐藏着巨大的风险,已引起教育部门、金融监管部门及媒体多方的高度关注。文章针对高校学生这一特殊借款群体进行了问卷调查,并基于拓展的计划行为理论实证研究发现:高校学生网络借款决策受到了行为态度、同学网络借款行为的正向影响和财务状况的负向影响;P2P网络借款的行为偏好受到行为态度和同学网络借款行为的正向影响;分期购物平台借款的行为偏好受到了行为态度的负向影响和网站宣传、代理推广的正向影响;传统电商支付平台借款的行为偏好主要受到学生行为态度的负向影响以及收入来源稳定性和已有负债的正向影响。文章的研究结论可为管理政策制定、加强教育引导,规范互联网金融发展提供经验证据。Large default risks are hidden in online loan when it permeates college markets,which has drawn high attention from regulatory authorities and news media.On the basis of the questionnaires in campus and the theory of planned behavior,this study explores the influence of behavior attitude,subjective norms,perceived behavior control and solvency on students online borrowing behavior.Results of analyzing show that,students online borrowing decisions are positively affected by behavior attitude and classmates online borrowing behaviors and negatively affected by their financial situation;Preference of borrowing from P2P is positively affected by behavior attitude and classmates online borrowing behaviors;Preference of borrowing from installment shopping websites is negatively affected by behavior attitude and is positively affected by the promotion of websites and persuasion of agents;Preference of borrowing from payment platforms of ecommerce websites is negatively affected by behavior attitude and is positively affected by income stability and credit experience.These results provide corresponding improvement suggestions to education sectors and supervision departments.

关 键 词：校园贷 网络借款决策 网络借款偏好 

分 类 号：F830.5[经济管理—金融学]