本文選題：PP網(wǎng)貸　切入點：信任形成機制　出處：《管理學報》2017年10期 　論文類型：期刊論文

【摘要】：為了研究影響平臺投資者決策行為的各類因素及其路徑,設計初始信任和持續(xù)信任兩種模型,基于是否有過P2P網(wǎng)貸平臺的投資經(jīng)歷,將調研對象分為兩組進行對比,從投資者行為的微觀視角出發(fā),對P2P網(wǎng)貸平臺投資者的信任形成機制進行實證分析。研究結果表明,兩種信任機制存在一定的差異,初始信任更多地受到平臺建設、管理及口碑等的影響,而持續(xù)信任主要取決于客戶在投資過程中的實際感知;兩種投資者信任模型中的主要信任維度構成分別基于直覺的信任和能力的信任,這一轉變反映出投資者在交易過程中理性的提升。
[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.
【作者單位】： 中國科學院大學經(jīng)濟與管理學院;中國科學院大數(shù)據(jù)挖掘與知識管理重點實驗室;
【基金】：國家自然科學基金資助項目(71573244,71532013,71202115,71403260)
【分類號】：F724.6;F832.4

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本文編號：1570141