基于平台信任的P2P网贷投资者出借意愿研究

Research on P2P Investors' Willingness to Lend Based on Platform Trust

基于Mcknight等提出的网络交易信任模型,并结合P2P网贷交易的特性,构建了基于平台信任视角的P2P网贷交易信任模型,并通过问卷调查和实证分析,揭示影响投资者对P2P网贷平台信任的因素及平台信任对出借意愿的影响。研究结果显示:投资者个人信任倾向、交易经验和制度信任显著影响投资者对P2P网贷平台的信任,制度信任和平台信任显著影响投资者的出借意愿。建议P2P网贷平台应提供模拟交易功能,加强平台经营信息实时披露,完善平台信用保障机制,提高借款人信用信息披露质量等,以提升投资者出借意愿。

Based on the network transaction trust model proposed by Mcknight et al. and combining with thecharacteristics of P2P online lending transactions this paper built a trust model of P2P online lendingtransactions based on platform trust vision. It also revealed the factors that influence investors＇ trust in P2Ponline lending platform and the influence of platform trust on investors＇ lending intention using questionnairesurvey and empirical analysis. The empirical results show that investors＇ personal trust tendency experienceand institutional trust significantly affect investors＇trust in P2P lending platform. Institutional trust and platformtrust significantly affect investors＇ willingness to lend. It is suggested that the P2P lending platform shouldprovide the function of simulation transaction increase the real-time disclosure of platform operationinformation enhance the platform credit guarantee mechanism and improve the quality of the borrower＇s creditinformation disclosure so as to enhance the willingness of investors to lend.