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在众多互联网金融模式中,P2P网络借贷又格外引人注目,一方
面是因为P2P网络借贷近些年发展非常迅猛,涉及资产众多,参与人
数众多,影响巨大,2016年全年P2P网贷行业全年交易量高达
20638. 72亿元,相比2015年增长了 110%,单月参与人数也超过600
万人次;另一方面,P2P问题平台数量也居高不下,使得广大投资者
的切身利益受到严重损害,2016年全年P2P问题平台数量高达1800
余家。这说明,我国P2P网络借贷行业有着非常庞大的市场发展空间,
但同时又伴随着诸多潜在风险,这就使得企业家积极投身我国网络借
贷领域,谋求我国P2P网络借贷模式的创新,想要通过模式的改进,
降低用户违约风险,降低平台的征信成本等等。而互联网社交借贷便
是这种局面下的产物,成为P2P网络借贷创新模式的典型代表
互联网社交借贷,也称为熟人借贷,是指借助互联网或移动互联
网等手段,在亲朋好友或半熟人之间发起借贷业务,借款人可以在平
台上实名发布自己的借款需求并设定利率,其好友可以匿名出借并最
终获取利息,目前社交借贷的模式主要包括公开模式,单向匿名,双
向匿名以及中间人模式。相比传统P2P业务,社交借贷具有征信成本
低廉,违约风险小,避免人情尴尬等诸多优点,并于2015年大规模
兴起,在经济社会中产生重要影响。由于互联网社交借贷为新兴事物,
其在学术领域的相关研究还非常少,并且全部集中在定性研究,尚没
有相关定量研究,因此本文决定大胆创新,通过建立研宄模型,探宄
互联网社交借贷用户接受行为的影响因素,有着重要的理论和现实意 义
本文通过梳理互联网社交借贷以及用户接受领域的相关理论,在
借鉴前人研宄成果的基础上,以技术接受模型为基础模型,结合互联
网社交借贷自身的特点,增加了主观规范、兼容性、个体创新性、网
络外部性、感知风险五个变量,构建了互联网社交借贷用户接受行为
影响因素模型。通过问卷调查的方法,回收有效问卷364份,并使用
SPSS22.0软件对问卷数据进行验证分析,随后使用结构方程模型软
件AM0S22. 0对研宄模型进行拟合度分析以及假设检验,最终形成本
文的用户接受模型
实证结果表明:个体创新性、网络外部性等外部因素对感知有用
性、感知易用性有正向影响,兼容性对感知有用性有正向影响;感知
有用性、感知易用性和网络外部性对用户使用意愿有正向影响,感知
风险对用户使用意愿有显著负向影响,且对用户使用意愿影响程度从
大到小依次为感知有用性、感知风险、感知易用性以及网络外部性
兼容性对感知易用性以及主观规范对感知有用性无显著影响
最后,结合本文研宄结果,并且从用户角度出发,为互联网社交
借贷领域的进一步发展提出相关建议,供相关运营者参考
关键词互联网社交借贷用户接受
t THE DETERMINANTS OF INTENTIONS
TO USE THE INTERNET SOCIAL LENDING
ABSTRACT
Although the internet finance in our country grows rapidly in the
past ten years, its development encounters many difficulties. Nowadays,
as the law and regulation become more and more perfect, the
development of the internet finance is more mature and stable instead of
chaotic. And the internet finance has become part of our life, mobile
payment、peer to peer lending、crowd fUnding bringing much convenience
to us and making a great contribution to the efficiency of cash flow in our
country.
Peer to peer lending is one of the most important parts of the internet
finance, as peer to peer lending makes an enormous development in
recent years and involves so much capital and users on one hand, and on
the other hand, the amount of trouble lending platform is very large
which causes a lot of damages to investors. The market size of peer to
peer lending is very large, but the market also involves many risks, which
attracts many people to devote to this industry and to innovate the current
model to lower the risks and costs. On this condition, the internet social
lending comes to our life innovatively.
Internet social lending means “one user starts a lending business and
sets the exact interest rate among his friends through the internet or
mobile internet, and his friends can choose to lend him the money
anonymously and earn interest”. Compared to traditional peer to peer
lending, internet social lending has many advantages, for example
internet social lending accomplishes few credit costs and risks, and
avoids the embarrassment of borrowing money face-to-face. Internet
social lending has obtained a large development since 2015 and has an
important influence on our economic society. But, as internet social lending is a relatively new thing, the academic study on this field is very
poor and is all about qualitative research. So, this paper determines to
explore the determinants of user acceptance of internet social lending
through building research model innovatively, which is very meaningful
to both theory and reality.
This paper analyses the theory of internet social lending and study of
user acceptance on the basis of predecessors5 research results. Based on
TAM model and characteristic of internet social lending, this paper adds
five variables, which includes subjective norm、personal innovation、
network externality、compatibility、perceived risk and constructs a model
concerning the determinants of user acceptance of internet social lending.
This paper uses SPSS22.0 to analyze the data of collected questionnaire
and AMOS22.0 is used to do the fit-indices test and hypotheses test.
Finally this paper establishes the model of user acceptance.
The results show that the personal innovation, network externality,
have a positive effect on perceived usefulness and perceived ease of use;
the compatibility has a positive effect on perceived usefulness; subjective
norm, perceived usefulness , perceived ease of use and network
externality have a positive effect on use intention; perceived risk has a
negative effect on use intention; the compatibility doesn’t influence
perceived ease of use and subjective norm doesn&39;t have an effect on
perceived usefulness.
In the end, based on the research conclusion, this paper puts forward
several proposals for the development of internet social lending from the
perspective of user acceptance.
KEYWORD internet social lending user acceptance 目录
第一章绪论 1
1.1研究背景1.2研宄目的及意义1.3研宄内容1.4研宄方法第二章文献综述2.1互联网社交借贷相关研宄2.1.1互联网社交借贷定义综述2.1.2互联网社交借贷现有模式2.1.3互联网社交借贷与P2P借贷的区别2.1.4互联网社交借贷的优势2.1.5互联网社交借贷的研宄现状2.2互联网金融产品用户接受领域研究现状2.3理论基础2.3.1技术接受理论综述2.3.2创新扩散理论(IDT)2.3.3感知风险理论
f:2.3.4网络外部性2.4文献总结第三章研宄模型及问卷设计3.1研宄模型的提出3.1.1基于TAM的研宄模型设计说明3.1.2模型变量的确定3.1.3研究变量的定义及测量维度
21
3.1.4互联网社交借贷用户接受影响因素研究模型
24
3.2互联网社交借贷用户接受影响因素模型研宄假设
25
3.3问卷设计
27
3.4数据来源
28
3.5数据分析方法
28
第四章实证分析
32
4.1问卷的信度和效度检验
32 4丄1问卷的信度检验
32
4.1.2问卷的效度检验
33
4.2问卷描述性统计分析
35
4.3模型检验
36
4.3.1模型参数估计与检验
36
4.3.2模型修正
38
4.3.3假设检验结果
41
第五章结论与展望
42
5.1研究结论与仓ij新点
42
5.1.1研究结论
42
5.1.2创新点
43
5.2胃繼议
44
5.3研宄不足与展望
45
参考文献 47
ic tM 50
作者攻读学位期间发表的学术论文目录
51
第一章绪论
第_章绪论
1.1研究背景
随着我国经济的蓬勃发展以及互联网的迅速普及,互联网金融应运而生,并
且凭借其成本低,效率高,覆盖广等诸多优势迅速发展起来,如今已经全面渗透
到了我们的日常生活中。现阶段,我国互联网金融发展过程中先后出现了传统金
融业务的网络化,第三方支付,P2P网络借贷,大数据金融,众筹和第三方金融
服务平台等六种模式。其中,P2P网络借贷因其具有门槛低,方便快捷等先天优
势,发展尤为迅猛,是我国互联网金融大潮的主力军
但是,随着国内前几名的P2P网贷平台公司先后曝出黑幕丑闻以及P2P平
台跑路,坏账等问题频现,广大投资人的经济利益受到了严重的损害,投资P2P
网贷平台的信心遭到打击,这使得P2P网贷行业陷入了信任危机。虽然,我国
P2P行业相关领域的法律条文不断完善,P2P监管细则也于2015年12月18日
正式发布,明确指出P2P网贷平台只能充当信息中介的角色,不能充当信用中
介和交易平台功能,但由于我国政治经济环境与国外发达国家相比仍有一定差距,
这种移植欧美金融市场的分工方法,在具体操作过程中仍会面临诸多的风险管控
难题。严格意义上来说,成熟的风险控制体系应该包含两方面的内容,一是科学
而有约束力的风险管理制度,二是对于参与各方更为重要的社会信用成本。当前
P2P网贷领域失信违约状况频出,一个主要原因就是用户失信成本较低,得不到
有力度的违约惩罚,使得一些人投机取巧,冒着违约风险攫取个人利益,而最近
兴起的互联网社交借贷模式则被业内的很多人士认为是解决这一痼疾的有效手
段[1]。如果借贷双方互为朋友,相互有一定的了解,或者双方有共同的朋友作为
信用保证,那么违约风险是否会降低用户是否会更加放心顺着这个逻辑,社
交借贷概念应运而生12]。社交借贷,也称为熟人借贷,是指借助互联网或移动互
联网等手段,在亲朋好友之间发起借贷业务,借款人可以在平台上实名发布自己
的借款需求并设定利率,其好友可以匿名出借最终获取利息。在中国这个以亲情
和友情为架构的“面子”社会中,社交借贷将金融与社交结合起来,利
。。。以上简介无排版格式，详细内容请下载查看
