基于风险与信任的P2P网贷平台用户持续投资意愿实证研究

发布时间：2018-01-21 13:07

本文关键词： PP网贷平台信任感知风险　出处：《企业经济》2017年02期 　论文类型：期刊论文

【摘要】：本文结合P2P网贷平台特点,从感知风险和信任出发,在用户对P2P投资初次接受的基础上,研究用户的持续投资行为决策过程,构建了P2P网贷平台用户持续投资的理论模型。接着,通过问卷调查,运用SPSS、AMOS对模型假设进行了实证研究,解释了感知风险、用户信任对持续投资意愿的影响,并提出了有关建议。研究表明,在P2P平台的持续投资过程中,用户对平台的信任是持续投资意愿的关键驱动因素,而感知风险主要作为平台信任的调节因素,用户在信任的基础上承担风险影响持续投资意愿。因此,建议P2P平台在公司信誉、用户体验、信息透明等方面增强用户信任,结合移动社交营销,发挥自媒体的作用,加深用户粘性,提高用户持续投资意愿。
[Abstract]:Based on the characteristics of P2P network loan platform and perceived risk and trust, this paper studies the decision-making process of users' continuous investment behavior on the basis of the initial acceptance of P2P investment by users. This paper constructs a theoretical model of the continuous investment of P2P network loan platform users. Then, through the questionnaire survey, using SPSS Amos to empirical study the model assumptions, explain the perceived risk. The research shows that in the process of continuous investment in P2P platform, user trust in the platform is the key driver of the willingness to continue investment. The perceived risk is mainly used as the adjustment factor of platform trust, and the users bear the risk on the basis of trust to affect the willingness to continue investment. Therefore, it is suggested that P2P platform in the corporate reputation, user experience. Information transparency and other aspects to enhance user trust, combined with mobile social marketing, play the role of self-media, deepen user stickiness, improve users' willingness to continue to invest.
【作者单位】：南昌大学管理学院;
【基金】：2015年度江西省高校人文社会科学研究项目“多元数据交互下的P2P网络借贷信用风险评价与管理”(项目编号:GL1579)
【分类号】：F832.4;F724.6
【正文快照】： 一、引言近年来,在传统金融服务模式僵化造成投资渠道单一,个人、中小企业融资难等问题日益突出的背景下,P2P网贷得以迅速发展。P2P网贷的投资门槛低、回报较高,且以互联网为媒介实现快速买入和变现的投融资交易模式,满足了个人和中小企业的投资融资需求,为经济转型升级提供了

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