本文選題：大學生 + 支付方式��； 參考：《云南財經(jīng)大學》2017年碩士論文

【摘要】：中國歷史源遠流長,至今已經(jīng)歷了幾千年的歷史變革。與此同時,支付方式也隨著時代的變革、經(jīng)濟的發(fā)展種類越來越多功能越來越全。支付方式的不斷發(fā)展,一方面便利了人們的生活,另一方面,改變了人們以現(xiàn)金交易為主的傳統(tǒng)支付方式。近年來,為了爭奪支付市場,各種支付方式的運營商提出了一系列的措施,比如優(yōu)惠減免措施、增加服務功能、擴大使用范圍等等。然而,這些措施究竟是否有效?是哪些因素影響用戶對支付方式的選擇?這些因素是如何作用的?這些問題成了各大運營商急需解決的問題。本文通過調(diào)查大學生日常消費時支付方式的選擇來對這些問題做出回答。選擇大學生作為研究對象是因為:他們作為社會新技術、新思想的前沿群體,代表著最先進的流行文化;接受過高等教育,學習能力強,易于接受新的事物;作為“千禧一代”的他們將成長和成為社會的中堅力量,主導未來10年的消費格局。本文可以分為三大部分:第一部分,首先從廣義和狹義兩個方面簡述支付的定義;然后根據(jù)不同支付方式出現(xiàn)時間的先后順序,從貨幣支付、電子支付以及第三方支付三方面闡述支付方式的發(fā)展歷程;最后對本文所研究的五種支付方式(現(xiàn)金、刷卡、網(wǎng)銀、支付寶和微信)的定義和特點做簡要介紹,為下文的進一步分析做鋪墊。第二部分,搜集國內(nèi)外學者對支付方式選擇影響因素研究的相關文獻,對其進行梳理,在此基礎上,選擇云南財經(jīng)大學的大學生作為主要調(diào)查對象,設計問卷,調(diào)查其日常消費時對現(xiàn)金、刷卡、網(wǎng)銀、支付寶和微信這五種常用支付方式的選擇行為。在獲得問卷數(shù)據(jù)后,通過描述性統(tǒng)計方法分析調(diào)查樣本的基本統(tǒng)計特征、大學生對各種支付方式的接受程度、使用各種支付方式進行交易的主要和次要業(yè)務以及大學生將來是否會選擇這些支付方式進行理財和大額交易。第三部分,利用機器學習中的各種判別方法從消費者的個人特征、支付方式自身的特點和支付環(huán)境三個方面來研究影響大學生消費支付方式選擇的因素,建立影響因素模型,以通過模型分析影響用戶支付方式選擇的因素以及作用機制。此外,為了比較不同方法的分類效果,把全部調(diào)查數(shù)據(jù)分為訓練集(80%)和測試集(20%)兩部分,根據(jù)誤判率的值找到與調(diào)查數(shù)據(jù)相合適的分類方法。綜合這些方法的輸出結果,得到影響大學生消費支付方式選擇的重要因素。結果表明:日常生活中選擇支付寶作為主要支付方式的學生人數(shù)最多,選擇現(xiàn)金作為主要支付方式的學生人數(shù)次之,選擇微信作為主要支付方式的學生人數(shù)與選擇現(xiàn)金作為主要支付方式的學生人數(shù)相比有很大的差距,選擇網(wǎng)銀和刷卡作為主要支付方式的學生人數(shù)最少;選擇支付寶和微信作為主要支付方式的學生利用該支付方式進行交易的主要業(yè)務和次要業(yè)務分別為購物和轉(zhuǎn)賬,這些學生中將來選擇支付寶作為理財方式的學生數(shù)遠大于選擇微信作為理財方式的學生數(shù);此外,機器學習的七種具體分類方法中隨機森林對訓練集和測試集的擬合效果最好,在諸多變量中購物場所、年級、家庭收入、月生活費、支付金額和支付方式的安全性及優(yōu)惠力度對大學生日常生活中支付方式的選擇有重要的影響。最后指出了本次研究的不足之處,并對今后的進一步研究做了展望。
[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.

【學位授予單位】：云南財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F126.1;G645.5

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本文編號：1736501