P2P网络信贷模式出借行为分析——基于说服的双过程模型

An Analysis of the Lending Behavior in P2P Network Credit——Based on the Dual Persuasion Model

本文基于说服的双过程模型,对网络小额信贷中网民出借行为进行分析建模,通过Kiva平台中的信贷项目对模型进行实证分析。结果表明,信息的启发式线索以及系统式线索同时影响了网民的出借行为。在启发式线索中,审贷机构的专业性对出借行为具有正面的影响,专业性更高的审贷机构所发布的信贷项目更容易得到网民的捐助;而在系统式线索中,呼吁信息的信息量和所包含的情感强度都显著影响网民的出借行为,信息量越大、所包含情感强度越高的呼吁信息越容易得到网民的捐助。本文的研究也验证了说服双过程模型在网络社区中的适用性。

Based on the Dual Persuasion model, this paper analyses internet user＇s lending behavior and constructs a model that is verified by the credit items from the Kiva platform. The results of the paper show that both heuristic cues and systematic cues influence the internet user＇s lending behavior. In heuristic cues, the expertise of censoring organization has positive effects on the lending behavior, and the credit items issued by the more professional censoring organization will receive internet user＇s donation more easily. In systematic cues, the information amount and sentiment strength of appealing message are significantly influence the lending behavior. The greater the information amount and sentiment of the message are, the more easily it gains internet user＇s donation. The research of the paper also verifies the applicability of dual persuasion model in network community.