P2P网贷平台信任形成机制研究

发布时间：2018-03-05 11:42

本文选题：PP网贷　切入点：信任形成机制　出处：《管理学报》2017年10期 　论文类型：期刊论文

【摘要】：为了研究影响平台投资者决策行为的各类因素及其路径,设计初始信任和持续信任两种模型,基于是否有过P2P网贷平台的投资经历,将调研对象分为两组进行对比,从投资者行为的微观视角出发,对P2P网贷平台投资者的信任形成机制进行实证分析。研究结果表明,两种信任机制存在一定的差异,初始信任更多地受到平台建设、管理及口碑等的影响,而持续信任主要取决于客户在投资过程中的实际感知;两种投资者信任模型中的主要信任维度构成分别基于直觉的信任和能力的信任,这一转变反映出投资者在交易过程中理性的提升。
[Abstract]:In order to study the various factors and their paths that affect the decision-making behavior of platform investors, two models of initial trust and continuous trust are designed. Based on the investment experience of P2P network loan platform, the research objects are divided into two groups to compare. From the microcosmic perspective of investor behavior, this paper makes an empirical analysis on the trust formation mechanism of P2P network loan platform investors. The results show that there are some differences between the two trust mechanisms, and the initial trust is more subject to platform construction. The influence of management and word-of-mouth, while continuous trust mainly depends on the actual perception of the customer in the investment process, and the main trust dimensions in the two investor trust models constitute trust based on intuition and ability, respectively. This shift reflects the rational improvement of investors in the course of trading.
【作者单位】：中国科学院大学经济与管理学院;中国科学院大数据挖掘与知识管理重点实验室;
【基金】：国家自然科学基金资助项目(71573244,71532013,71202115,71403260)
【分类号】：F724.6;F832.4

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