P2P网络借贷平台用户使用意愿影响因素研究

发布时间：2018-02-22 11:10

本文关键词： 用户 P2P网络借贷技术接受模型使用意愿　出处：《南京大学》2017年硕士论文　论文类型：学位论文

【摘要】：互联网的快速普及和信息技术日新月异的发展,越来越多的传统行业开展网络服务,互联网+的运营模式备受关注。在这样的背景下,互联网金融应运而生并得以蓬勃发展,众多网络电商平台及互联网金融服务企业如雨后春笋般涌现。P2P网络借贷平台凭借操作简单、使用方便等众多优点打破传统借贷模式,备受小微企业和广大消费者的青睐,同时也是不同领域学者关注的重点。相比欧美发达国家,我国P2P网贷行业起步较晚,但发展迅速,市场前景十分广阔。值得注意的是,我国P2P网贷行业在发展的过程中也引发了许多问题事件。商家跑路、平台倒闭等问题事件损害了消费者使用P2P网贷平台的信心,也阻碍了我国网贷行业健康有序的发展。尽管如此,优质平台仍受消费者的关注,平台间的竞争只增不减。因此,了解用户需求、形成竞争优势对平台的持久发展显得尤为重要。通过回顾国内外有关P2P网络借贷平台的研究资料发现,目前国外研究多为针对借款人和出借人的实证研究,而国内主要是基于平台的理论研究。本文将基于技术接受模型,结合创新扩散理论、信任理论,充分考虑平台实力、平台声誉、保障服务等P2P平台特点对用户使用意愿的影响,构建用户使用意愿模型并提出假设。通过问卷调查,整理并分析影响用户使用P2P的网络借贷平台的因素有哪些?消费者选择或不选择使用P2P网络借贷平台的原因有哪些?P2P网络借贷平台发展运营中有哪些地方是需要重点关注的?从性别、年龄、学历等维度分析不同用户的体验差异,深入了解不同用户眼中的P2P网络借贷平台,从而帮助P2P网络借贷平台改善现有问题,吸引更多的消费者。最后,本文依据研究结论提出建议:我国P2P网络借贷平台的发展需要提升品牌声誉,加大宣传力度;细分用户市场,提升核心竞争力;规范运营模式,规避风险;加强政府监管,完善法律法规。希望这些建议能有助我国P2P网贷行业的长远发展。
[Abstract]:With the rapid popularization of the Internet and the rapid development of information technology, more and more traditional industries develop network services, and the mode of operation of the Internet has attracted much attention. Under this background, Internet finance emerged as the times require and developed vigorously. Many network e-commerce platforms and Internet financial service enterprises have sprung up. P2P network lending platform with many advantages such as simple operation and easy to use breaks the traditional lending model and is favored by small and micro enterprises and consumers. Compared with the developed countries in Europe and America, the P2P network loan industry in our country started relatively late, but developed rapidly, and the market prospect is very broad. In the process of development of P2P network loan industry in our country, many problems have been caused. The problems such as business running and platform closing down have damaged the confidence of consumers to use P2P network loan platform. It also hinders the healthy and orderly development of the network loan industry in China. However, high-quality platforms are still concerned by consumers, and the competition between platforms is only increasing. Therefore, understand the needs of users, It is particularly important to form competitive advantage for the sustainable development of the platform. By reviewing the domestic and foreign research data of P2P network lending platform, it is found that most of the foreign studies are empirical research aimed at borrowers and lenders. In this paper, based on technology acceptance model, innovation diffusion theory and trust theory, the influence of P2P platform characteristics such as platform strength, platform reputation, guarantee service on users' willingness to use is fully considered, which is based on technology acceptance model, innovation diffusion theory, trust theory and so on. Construct the user's willingness to use model and put forward the hypothesis. Through the questionnaire survey, what are the factors that affect the users' use of P2P network lending platform? What are the reasons why consumers choose to use P2P network lending platform or not? P2P network lending platform in the development and operation of what is the need to focus attention? From the gender, age, education and other dimensions to analyze the experience of different users, in-depth understanding of P2P network lending platform in the eyes of different users, so as to help P2P network lending platform to improve the existing problems, attract more consumers. Based on the conclusions of the study, this paper puts forward some suggestions: the development of P2P network lending platform in China needs to enhance brand reputation, increase publicity, segment user market, enhance core competitiveness, standardize operation mode, avoid risks, and strengthen government supervision. Improve laws and regulations. I hope these suggestions will help the long-term development of P2P loan industry in China.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F832.4

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