【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、融資貴的問題,P2P網(wǎng)貸將平臺作為金融中介的運營模式,形成了投資端和融資端的雙邊市場,兩端的共同發(fā)展才是促進(jìn)平臺的持續(xù)動力,而用戶作為平臺發(fā)展的基礎(chǔ),是平臺運營的重點對象。但平臺市場競爭激烈,一個借款需求需要多個出借人投資才能滿足,這就意味著平臺投資端需要大量的用戶參與進(jìn)來,其中用戶的投資行為起重要作用。來自外界信息和社交網(wǎng)絡(luò)的信息傳播都會對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間的累積不斷擴散形成了復(fù)雜的社會系統(tǒng)。因此本文從用戶信任的角度,對其中投資行為“產(chǎn)生—擴散”的過程進(jìn)行研究,討論影響用戶投資行為決策的因素,利用元胞自動機方法對P2P投資行為擴散進(jìn)行建模,根據(jù)仿真結(jié)果總結(jié)投資行為擴散規(guī)律并得出結(jié)論:(1)P2P投資行為過程中用戶出現(xiàn)空間聚集現(xiàn)象;(2)P2P投資行為擴散呈S形曲線,其擴散容量、擴散時間受多重因素影響,但由于市場容量的有限,隨時間的累積,外部條件的提高可能會加速市場飽和;(3)P2P投資行為擴散是產(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投資行為擴散的速率呈正相關(guān)關(guān)系;(4)口碑傳播是P2P平臺持續(xù)發(fā)展的重要因素。最后提出相關(guān)運營建議,為P2P平臺的用戶管理及發(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)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F832.4

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 廖理;張偉強;;P2P網(wǎng)絡(luò)借貸實證研究:一個文獻(xiàn)綜述[J];清華大學(xué)學(xué)報(哲學(xué)社會科學(xué)版);2017年02期

2 劉人境;孫濱;劉德海;;網(wǎng)絡(luò)群體事件政府治理的演化博弈分析[J];管理學(xué)報;2015年06期

3 王日爽;張雪麗;;基于Bass模型的網(wǎng)上支付行為擴散預(yù)測模型研究——以系統(tǒng)論為研究視角[J];現(xiàn)代管理科學(xué);2015年01期

4 曾江洪;楊帥;;P2P借貸出借人的羊群行為及其理性檢驗——基于拍拍貸的實證研究[J];現(xiàn)代財經(jīng)(天津財經(jīng)大學(xué)學(xué)報);2014年07期

5 陳冬宇;;基于社會認(rèn)知理論的P2P網(wǎng)絡(luò)放貸交易信任研究[J];南開管理評論;2014年03期

6 廖理;李夢然;王正位;;中國互聯(lián)網(wǎng)金融的地域歧視研究[J];數(shù)量經(jīng)濟技術(shù)經(jīng)濟研究;2014年05期

7 陳冬宇;朱浩;鄭海超;;風(fēng)險、信任和出借意愿——基于拍拍貸注冊用戶的實證研究[J];管理評論;2014年01期

8 張燕芳;熊海靈;;基于Bass與元胞自動機混合模型的快速消費品產(chǎn)品擴散研究[J];計算機應(yīng)用;2011年12期

9 張磊;呂裔良;;快速消費品產(chǎn)品擴散的模型研究——以中國乳制品為例[J];預(yù)測;2009年01期

10 劉繼云;李紅;;基于復(fù)雜網(wǎng)絡(luò)的證券投資行為擴散研究[J];企業(yè)經(jīng)濟;2007年11期

相關(guān)博士學(xué)位論文 前2條

1 郝祖濤;基于復(fù)雜社會網(wǎng)絡(luò)的資源型企業(yè)綠色行為擴散機制研究[D];中國地質(zhì)大學(xué);2014年

2 胡知能;創(chuàng)新產(chǎn)品市場擴散模型及其應(yīng)用[D];四川大學(xué);2005年

相關(guān)碩士學(xué)位論文 前3條

1 魏佳磊;基于動力學(xué)模型的投資者行為擴散分析[D];山東大學(xué);2012年

2 丁婕;我國P2P網(wǎng)絡(luò)借貸平臺及借款人行為研究[D];西南財經(jīng)大學(xué);2012年

3 牟揚;基于元胞自動機的證券投資行為擴散研究[D];成都理工大學(xué);2009年

，

本文編號：2240584