价值共创行为能提高P2P网贷出借人的满意度吗?

Can Value Co-Creation Behavior Increase the Satisfaction of P2P Online Lenders?

基于价值共创理论,分析P2P网贷出借人的价值共创行为与其对P2P网贷满意度的关系,并探讨出借人价值需求特征对该关系的调节效应。采用问卷调查法和结构方程模型进行实证检验,结果表明:参与行为和公民行为均正向影响P2P网贷出借人的满意度,且参与行为对P2P网贷出借人满意度具有更强的正向影响;出借人的学习价值需求和经济价值需求均对价值共创行为和P2P网贷出借人满意度的关系具有调节效应,且调节效应均表现为增强作用。针对上述结论得出利用价值共创提升P2P网贷出借人满意度的启示。

Based on the theory of Value Co-Creation,this paper firstly analyzes the value of co-creation behavior of P2P lenders and its relationship with the satisfaction of P2P online lending and discusses the moderating effect of demand characteristics of lenders' value on that relationship.Then,empirical tests are conducted by using the questionnaire survey and structural equation model.The result shows that both participation and citizenship behavior positively affect the satisfaction of P2P online lenders,and the former is much stronger;besides,lenders' learning value demand and economic value demand have a moderating effect on the relationship between value co-creation behavior and P2P online lenders' satisfaction,which manifests as enhancement.Finally,for the conclusions above,this paper puts forward several ideas about improving the satisfaction of P2P online lenders through Value Co-Creation.