【摘要】：互聯(lián)網(wǎng)金融模式的出現(xiàn)變革了傳統(tǒng)金融的模式,P2P網(wǎng)貸作為其細(xì)分領(lǐng)域中的重要分支,為中小企業(yè)和普通民眾解決了融資難、融資貴的問(wèn)題,P2P網(wǎng)貸將平臺(tái)作為金融中介的運(yùn)營(yíng)模式,形成了投資端和融資端的雙邊市場(chǎng),兩端的共同發(fā)展才是促進(jìn)平臺(tái)的持續(xù)動(dòng)力,而用戶作為平臺(tái)發(fā)展的基礎(chǔ),是平臺(tái)運(yùn)營(yíng)的重點(diǎn)對(duì)象。但平臺(tái)市場(chǎng)競(jìng)爭(zhēng)激烈,一個(gè)借款需求需要多個(gè)出借人投資才能滿足,這就意味著平臺(tái)投資端需要大量的用戶參與進(jìn)來(lái),其中用戶的投資行為起重要作用。來(lái)自外界信息和社交網(wǎng)絡(luò)的信息傳播都會(huì)對(duì)用戶的投資行為造成影響,而信息接受程度的不同和心理偏差等因素使得用戶存在異質(zhì)性,形成了復(fù)雜的投資行為并隨著時(shí)間的累積不斷擴(kuò)散形成了復(fù)雜的社會(huì)系統(tǒng)。因此本文從用戶信任的角度,對(duì)其中投資行為“產(chǎn)生—擴(kuò)散”的過(guò)程進(jìn)行研究,討論影響用戶投資行為決策的因素,利用元胞自動(dòng)機(jī)方法對(duì)P2P投資行為擴(kuò)散進(jìn)行建模,根據(jù)仿真結(jié)果總結(jié)投資行為擴(kuò)散規(guī)律并得出結(jié)論:(1)P2P投資行為過(guò)程中用戶出現(xiàn)空間聚集現(xiàn)象;(2)P2P投資行為擴(kuò)散呈S形曲線,其擴(kuò)散容量、擴(kuò)散時(shí)間受多重因素影響,但由于市場(chǎng)容量的有限,隨時(shí)間的累積,外部條件的提高可能會(huì)加速市場(chǎng)飽和;(3)P2P投資行為擴(kuò)散是產(chǎn)生重復(fù)投資行為的重要條件,重復(fù)投資行為轉(zhuǎn)化率與P2P投資行為擴(kuò)散的速率呈正相關(guān)關(guān)系;(4)口碑傳播是P2P平臺(tái)持續(xù)發(fā)展的重要因素。最后提出相關(guān)運(yùn)營(yíng)建議,為P2P平臺(tái)的用戶管理及發(fā)展方向提供理論依據(jù),有較好的借鑒作用。
[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.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F724.6;F832.4

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