本文關(guān)鍵詞： 用戶 P2P網(wǎng)絡(luò)借貸 技術(shù)接受模型 使用意愿　出處：《南京大學(xué)》2017年碩士論文　論文類型：學(xué)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(luò)服務(wù),互聯(lián)網(wǎng)+的運(yùn)營(yíng)模式備受關(guān)注。在這樣的背景下,互聯(lián)網(wǎng)金融應(yīng)運(yùn)而生并得以蓬勃發(fā)展,眾多網(wǎng)絡(luò)電商平臺(tái)及互聯(lián)網(wǎng)金融服務(wù)企業(yè)如雨后春筍般涌現(xiàn)。P2P網(wǎng)絡(luò)借貸平臺(tái)憑借操作簡(jiǎn)單、使用方便等眾多優(yōu)點(diǎn)打破傳統(tǒng)借貸模式,備受小微企業(yè)和廣大消費(fèi)者的青睞,同時(shí)也是不同領(lǐng)域?qū)W者關(guān)注的重點(diǎn)。相比歐美發(fā)達(dá)國(guó)家,我國(guó)P2P網(wǎng)貸行業(yè)起步較晚,但發(fā)展迅速,市場(chǎng)前景十分廣闊。值得注意的是,我國(guó)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(tái)倒閉等問題事件損害了消費(fèi)者使用P2P網(wǎng)貸平臺(tái)的信心,也阻礙了我國(guó)網(wǎng)貸行業(yè)健康有序的發(fā)展。盡管如此,優(yōu)質(zhì)平臺(tái)仍受消費(fèi)者的關(guān)注,平臺(tái)間的競(jìng)爭(zhēng)只增不減。因此,了解用戶需求、形成競(jìng)爭(zhēng)優(yōu)勢(shì)對(duì)平臺(tái)的持久發(fā)展顯得尤為重要。通過回顧國(guó)內(nèi)外有關(guān)P2P網(wǎng)絡(luò)借貸平臺(tái)的研究資料發(fā)現(xiàn),目前國(guó)外研究多為針對(duì)借款人和出借人的實(shí)證研究,而國(guó)內(nèi)主要是基于平臺(tái)的理論研究。本文將基于技術(shù)接受模型,結(jié)合創(chuàng)新擴(kuò)散理論、信任理論,充分考慮平臺(tái)實(shí)力、平臺(tái)聲譽(yù)、保障服務(wù)等P2P平臺(tái)特點(diǎn)對(duì)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(shè)。通過問卷調(diào)查,整理并分析影響用戶使用P2P的網(wǎng)絡(luò)借貸平臺(tái)的因素有哪些?消費(fèi)者選擇或不選擇使用P2P網(wǎng)絡(luò)借貸平臺(tái)的原因有哪些?P2P網(wǎng)絡(luò)借貸平臺(tái)發(fā)展運(yùn)營(yíng)中有哪些地方是需要重點(diǎn)關(guān)注的?從性別、年齡、學(xué)歷等維度分析不同用戶的體驗(yàn)差異,深入了解不同用戶眼中的P2P網(wǎng)絡(luò)借貸平臺(tái),從而幫助P2P網(wǎng)絡(luò)借貸平臺(tái)改善現(xiàn)有問題,吸引更多的消費(fèi)者。最后,本文依據(jù)研究結(jié)論提出建議:我國(guó)P2P網(wǎng)絡(luò)借貸平臺(tái)的發(fā)展需要提升品牌聲譽(yù),加大宣傳力度;細(xì)分用戶市場(chǎng),提升核心競(jìng)爭(zhēng)力;規(guī)范運(yùn)營(yíng)模式,規(guī)避風(fēng)險(xiǎn);加強(qiáng)政府監(jiān)管,完善法律法規(guī)。希望這些建議能有助我國(guó)P2P網(wǎng)貸行業(yè)的長(zhǎng)遠(yuǎn)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(xué)位授予單位】：南京大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;F832.4

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