Research on the Influential Factors of Female College Students’ Internet Financial Behavior in Higher Vocational Colleges in China

The convenience and low threshold of Internet financing make college students more and more inclined to use the Internet to finance. Taking female students in vocational colleges in Jiangsu province of China as the research object, this paper aims to explore the influential factors of their financial behavior. Firstly, using the questionnaire survey and the principal component analysis method, this paper finds out influential factors of their financial behaviors which include personal factors, family factors, college factors and product factors, among which personal factors and family factors are the most important. Then, in order to improve female college students’ financial literacy, the strategy that can help them to manage financial affairs rationally is proposed from the aspects of cultivating financial awareness, guiding their learning about financial knowledge, standardizing their financial consumption behavior, and creating financial atmosphere in their families.