ANALYSIS THE INFLUENCE OF YU E BAO TO ZHENG ZHOU UNIIVERSITY STUDENT INVESTMENT (A CASE STUDY OF ALIBABA IN CHINA)

Abstract

The study is carried out to analyze of brand effect, internet convenience and risk management of internet finance (Yu E Bao) development toward college student investment by case study of Zheng Zhou University. In recent years internet finance developed fast in China, especially the appearance of Yu E Bao, changed the way people management their money. Compare with traditional banking financial products, internet finance product have the advantages of low barrier, convenient at operation. It is more casual and suit for ordinary people, especially for college students, they do not have vast money for normal financial products. Internet financial products seem to be a perfect choice for them. The researcher uses three independent variables (brand effect, internet convenience and risk management of Yu E Bao) and one dependent variable (college student investment) for this research. The researcher uses quantitative research to process the research, collect data by questionnaire. The respondents of questionnaire are from Zheng Zhou University. The research uses multiple regression and hypothesis (F-test and T-test) to analyze independent variables (brand effect, internet convenience and risk management of Yu E Bao) influence towards dependent variable (college student investment) and analysis the result through SPSS 16. After research and analysis, the researcher finds only brand effect and internet convenience of Yu E Bao have significant influence toward college student investment.