摘   要

    自从2009年起银监会叫停了银行给大学生办理信用卡的业务，大学生一时间无法随心所欲地透支消费。大学生的消费市场出现了极大的商机，亚当斯密曾经说过：“消费是一切生产的唯一目的”。因此2013年起以佰潮网起，各种分期消费平台如雨后春笋般应运而生，逐渐代替信用卡消费，被大学生所接触。最近有关于大学生借贷款还不上的新闻层出不穷，可以看出分期购对大学生是有吸引力的，能对大学生的消费偏好产生影响。在这个更新换代特别频繁的时代，分期购这种消费模式是否能站稳脚跟，并发展下去，消费者对其的偏好程度及购买意愿就相当重要了，也决定了他们的购买行为。因此研究消费者对分期购模式的偏好就有了研究意义。85391

    基于此，本文采用问卷调查的方式对杭州师范大学的学生有关于分期购的内容进行了调研，对回收来的数据通过excel罗列，用表格，柱状特和饼图对数据分别进行分析。通过分期购的还款期限，产品的类别，调查者的专业性质三个属性分析，以此得出分期购的还款期限，产品类别和调查者的专业都会对大学生的消费偏好产生影响，并适当地给出一些建议。

关键词：分期购;大学生;消费偏好

                  ABSTRACT

Since 2009, The China Banking Regulatory Commission put a stop to bank credit card business to university students,at that time,college students can't follow one's inclinationsly overdraw consumption。A business opportunity of college students’ market come up,Adam Smith once said: "consumption is the sole purpose of all production"。Since 2013 baichao first appeared, all kinds of stage consumption platform arises at the historic moment, instead of credit card consumption gradually, contacted by college students。Recent news about the college student’ loans is emerge in endlessly, as can be seen in installment purchase of college students is attractive, can affect college students' consumer preferences。Upgrading in this special era of frequent, hire purchase and the consumption pattern is to gain a foothold, and to develop, consumer's preference to its degree and the purchase intention is very important, also determines their buying behavior。So the consumer preference for installment purchase mode has the research significance。

Based on this, this article adopts the way of questionnaire survey of hangzhou normal university students have has carried on the research about the content of the installment purchase, for recycling the data through excel list, use the table, column, and pie charts to analyze data, respectively,Order to produce installment purchase of the repayment period, the product category and the investigators professional will have an effect on college students' consumption preference, and offers some Suggestions for properly。

Key word:College students;Installment purchase;Consumer preferences

1。引言 3

1。1研究背景 3

1。2研究价值 4

1。2。1现实价值 4

1。2。2理论源Q于W优H尔J论K文M网WwW.youeRw.com 原文+QQ75201.,8766 价值。 4

2。文献综述 4

2。1基于国内文献 4

2。2基于国外文献 5

3。问卷情况 5

3。1问卷设计。 5

3。2问卷回收。