基于信任的P2P网贷投资行为扩散过程研究

发布时间：2018-09-13 08:17

【摘要】：互联网金融模式的出现变革了传统金融的模式,P2P网贷作为其细分领域中的重要分支,为中小企业和普通民众解决了融资难、融资贵的问题,P2P网贷将平台作为金融中介的运营模式,形成了投资端和融资端的双边市场,两端的共同发展才是促进平台的持续动力,而用户作为平台发展的基础,是平台运营的重点对象。但平台市场竞争激烈,一个借款需求需要多个出借人投资才能满足,这就意味着平台投资端需要大量的用户参与进来,其中用户的投资行为起重要作用。来自外界信息和社交网络的信息传播都会对用户的投资行为造成影响,而信息接受程度的不同和心理偏差等因素使得用户存在异质性,形成了复杂的投资行为并随着时间的累积不断扩散形成了复杂的社会系统。因此本文从用户信任的角度,对其中投资行为“产生—扩散”的过程进行研究,讨论影响用户投资行为决策的因素,利用元胞自动机方法对P2P投资行为扩散进行建模,根据仿真结果总结投资行为扩散规律并得出结论:(1)P2P投资行为过程中用户出现空间聚集现象;(2)P2P投资行为扩散呈S形曲线,其扩散容量、扩散时间受多重因素影响,但由于市场容量的有限,随时间的累积,外部条件的提高可能会加速市场饱和;(3)P2P投资行为扩散是产生重复投资行为的重要条件,重复投资行为转化率与P2P投资行为扩散的速率呈正相关关系;(4)口碑传播是P2P平台持续发展的重要因素。最后提出相关运营建议,为P2P平台的用户管理及发展方向提供理论依据,有较好的借鉴作用。
[Abstract]:The emergence of Internet financial model has changed the traditional financial model, P2P network loan as an important branch of its subdivision, for small and medium-sized enterprises and ordinary people to solve the financing difficulties. The problem of expensive financing is that P2P network loan takes the platform as the operation mode of financial intermediary, and forms the bilateral market of investment end and financing end. The common development of both ends is the sustainable driving force of the platform, and the user is the foundation of the platform development. It is the key object of platform operation. However, the competition in the platform market is fierce, the demand for a loan needs to be satisfied by more than one lender, which means that the investment end of the platform needs a large number of users to participate, among which the investment behavior of the users plays an important role. The spread of information from outside information and social network will affect the investment behavior of users, and the different degree of information acceptance and psychological deviation make users have heterogeneity. The complex investment behavior formed and spread over time to form a complex social system. Therefore, from the perspective of user trust, this paper studies the process of "production-diffusion" of investment behavior, discusses the factors that affect the decision-making of user's investment behavior, and models the diffusion of P2P investment behavior by using cellular automata method. According to the simulation results, the law of investment behavior diffusion is summarized and conclusions are drawn as follows: (1) the phenomenon of spatial aggregation of users in the process of P2P investment behavior, (2) the diffusion of P2P investment behavior is S-shaped curve, its diffusion capacity and diffusion time are affected by many factors. However, due to the limited market capacity, with the accumulation of time, the increase of external conditions may accelerate the market saturation. (3) P2P investment behavior diffusion is an important condition to produce repeated investment behavior. There is a positive correlation between the transformation rate of repeated investment behavior and the diffusion rate of P2P investment behavior. (4) word of mouth communication is an important factor for the sustainable development of P2P platform. Finally, the paper puts forward the relevant operation suggestions, which provides the theoretical basis for the management and development direction of P2P platform, and has a good reference role.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F832.4

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