Understanding College Student’ Acceptance Of Online Credit Offering Services In China

With the rapid economic growth in China, peoples’ consumption behavior is constantly changing. The online credit offering service is playing a more and more important role in China. In this paper, we aim to understand college students’ acceptance of online credit offering services in China. A research model based on technology acceptance model (TAM) with six research hypotheses is proposed. And an empirical study with 239 subjects was conducted to test this model. According to the results, 4 of 6 hypotheses were supported. The results indicated that both perceived usefulness and subjective norm directly affected college students’ behavior intention to use online credit offering services significantly