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Study on Influencing Factors of Nanning University Students’ Willingness to Use Ant Credit Pay

In: Proceedings of the 2023 5th International Conference on Economic Management and Cultural Industry (ICEMCI 2023)

Author

Listed:
  • Zhong Daxing

    (Bansomdejchaopraya Rajabhat University)

  • Tatchapong Sattabut

    (Bansomdejchaopraya Rajabhat University)

  • Chaiyawit Muangmee

    (Bansomdejchaopraya Rajabhat University)

Abstract

The purpose of the research is to find out the factors influencing students’ willingness to use consumer finance products at Nanning University and the extent to which these factors influence. This paper takes the representative product of this field “Ant Credit Pay” as an example, based on extensive reading of domestic and international literature, combined with the characteristics of consumer finance products and Ant Credit Pay, it puts forward four factors affecting the user’s willingness to use. This research integrated qualitative and quantitative research techniques, and to develop a valid and reliable questionnaire, as an instrument for quantitative research. The samples collected were 393. Using Taro Yamane’s formula at a tolerance level of 0.05. The data were analyzed by using descriptive statistics of percentage, mean, and inferential statistics of Regression Analysis. The research revealed that: Perceived usefulness has a positive effect on the willingness to use. Perceived ease of use has no positive effect on the willingness to use. Perceived risk has negative effect on the willingness to use. Social influence has a positive effect on the willingness to use. These conclusions provide reasonable and feasible decision-making suggestions for online credit loan financial enterprises represented by Ant Credit Pay to promote the healthy development of China’s Internet consumer finance business.

Suggested Citation

  • Zhong Daxing & Tatchapong Sattabut & Chaiyawit Muangmee, 2024. "Study on Influencing Factors of Nanning University Students’ Willingness to Use Ant Credit Pay," Advances in Economics, Business and Management Research, in: Feng-xia Cao & Satya Narayan Singh & Ahmad Jusoh & Deepanjali Mishra (ed.), Proceedings of the 2023 5th International Conference on Economic Management and Cultural Industry (ICEMCI 2023), pages 496-504, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-368-9_58
    DOI: 10.2991/978-94-6463-368-9_58
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