本文關鍵詞： 用戶 P2P網(wǎng)絡借貸 技術(shù)接受模型 使用意愿　出處：《南京大學》2017年碩士論文　論文類型：學位論文

【摘要】：互聯(lián)網(wǎng)的快速普及和信息技術(shù)日新月異的發(fā)展,越來越多的傳統(tǒng)行業(yè)開展網(wǎng)絡服務,互聯(lián)網(wǎng)+的運營模式備受關注。在這樣的背景下,互聯(lián)網(wǎng)金融應運而生并得以蓬勃發(fā)展,眾多網(wǎng)絡電商平臺及互聯(lián)網(wǎng)金融服務企業(yè)如雨后春筍般涌現(xiàn)。P2P網(wǎng)絡借貸平臺憑借操作簡單、使用方便等眾多優(yōu)點打破傳統(tǒng)借貸模式,備受小微企業(yè)和廣大消費者的青睞,同時也是不同領域?qū)W者關注的重點。相比歐美發(fā)達國家,我國P2P網(wǎng)貸行業(yè)起步較晚,但發(fā)展迅速,市場前景十分廣闊。值得注意的是,我國P2P網(wǎng)貸行業(yè)在發(fā)展的過程中也引發(fā)了許多問題事件。商家跑路、平臺倒閉等問題事件損害了消費者使用P2P網(wǎng)貸平臺的信心,也阻礙了我國網(wǎng)貸行業(yè)健康有序的發(fā)展。盡管如此,優(yōu)質(zhì)平臺仍受消費者的關注,平臺間的競爭只增不減。因此,了解用戶需求、形成競爭優(yōu)勢對平臺的持久發(fā)展顯得尤為重要。通過回顧國內(nèi)外有關P2P網(wǎng)絡借貸平臺的研究資料發(fā)現(xiàn),目前國外研究多為針對借款人和出借人的實證研究,而國內(nèi)主要是基于平臺的理論研究。本文將基于技術(shù)接受模型,結(jié)合創(chuàng)新擴散理論、信任理論,充分考慮平臺實力、平臺聲譽、保障服務等P2P平臺特點對用戶使用意愿的影響,構(gòu)建用戶使用意愿模型并提出假設。通過問卷調(diào)查,整理并分析影響用戶使用P2P的網(wǎng)絡借貸平臺的因素有哪些?消費者選擇或不選擇使用P2P網(wǎng)絡借貸平臺的原因有哪些?P2P網(wǎng)絡借貸平臺發(fā)展運營中有哪些地方是需要重點關注的?從性別、年齡、學歷等維度分析不同用戶的體驗差異,深入了解不同用戶眼中的P2P網(wǎng)絡借貸平臺,從而幫助P2P網(wǎng)絡借貸平臺改善現(xiàn)有問題,吸引更多的消費者。最后,本文依據(jù)研究結(jié)論提出建議:我國P2P網(wǎng)絡借貸平臺的發(fā)展需要提升品牌聲譽,加大宣傳力度;細分用戶市場,提升核心競爭力;規(guī)范運營模式,規(guī)避風險;加強政府監(jiān)管,完善法律法規(guī)。希望這些建議能有助我國P2P網(wǎng)貸行業(yè)的長遠發(fā)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.
【學位授予單位】：南京大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F724.6;F832.4

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