P2P网络借贷投资者接受模型分析与构建

Analysis and construction of investor acceptance model of P2P lending platform based on the integration of TAM and TTF

在分析技术接受模型(technology acceptance model,TAM)和任务技术匹配(task-technology fit,TTF)整合的必要性的基础上,运用基于TAM和TTF整合的信息技术接受模型,采取二手资料和开放式问卷调查获取影响因素,构建出P2P网络借贷投资者接受模型。模型研究表明:感知风险是阻碍投资者使用P2P平台进行投资的最重要的影响因素。感知有用、感知收益和感知信任从一定程度上能促进投资者使用P2P平台进行投资。政策法规、P2P平台的质量、主观规范、感知行为控制对P2P平台投资也会产生一定的影响。同时,结合本研究模型提出了针对P2P平台应用和推广的建议。

The necessity of integrating technology acceptance model（ TAM） and task-technology fit（ TTF） was analysed. An information technology acceptance model based on the integration of TAM and TTF was employed. Influential factors affecting peer-to-peer platforms were obtained from second-hand data and open questionnaires. An investor acceptance model of P2 P lending platform was constructed. The simulation results indicate that perceived risks are the major influential factors affecting the investors＇ using P2 P,whereas perceived usefulness,perceived benefits and perceived trust can promote the investors＇ investment on P2 P in a certain degree. Policies and legal regulations,the quality of P2 P platforms,subjective norms and perceived behavioural control are also influential factors affecting the investment on P2 P. Approaches are proposed to promote the application of P2 P in accordance with the constructed model.