基于制度信任的出借方对网贷平台初始信任产生机理研究  

Research on the Formation Mechanism of the Initial Trust of the Loaner to the P2P Platform Based on the Institution Trust

作　　者：王秀为 胡珑瑛[1] 王天扬 Wang Xiuweix;Hu Longying;Wang Tianyang(School of Management,Harbin Institute of Technology,Harbin 150001;School of International Culture and Education,Northeast Agricultural University,Harbin 150030)

机构地区：[1]哈尔滨工业大学经济与管理学院,哈尔滨150001 [2]东北农业大学国际文化教育学院,哈尔滨150030

出　　处：《管理评论》2018年第12期99-108,共10页Management Review

基　　金：国家教育部博士点专项科研基金项目(20092302110061);国家软科学研究计划项目(2010GXS5D199);国家自然科学基金项目(70872025)

摘　　要：网贷成功交易的前提在于出借方建立起对平台的初始信任,而出借方初次接触未进行过交易的平台,往往仅能依靠制度因素为其提供保障,降低交易风险。基于制度信任理论研究构建出借方对P2P平台初始信任产生机理模型,采用结构方程方法进行实证检验,结果表明:出借方对制度有效性的感知,显著影响其对平台的初始信任,显著影响其信任倾向的建立,显著影响其对平台质量的感知。在制度环境因素、信任主体因素和平台特征因素(质量、规模、声誉)的共同作用和积极影响下,出借方对平台的初始信任得以建立,且初始信任对其出借意向影响显著。The premise of the successful transaction on online lending is the formation of the initial trust from the borrower to the platform.When the borrower gets in touch with the platform for the first time,he can only rely on institutional factors to provide protection and reduce the transaction risk.Based on the institutional theory,the paper builds the formation mechanism model of the initial trust of the borrower to the P2P platform,and uses the structural equation method to do an empirical test.The result shows that the borrower's perception of the effectiveness of institution has a positive impact on the initial trust of the platform.It also has a positive impact on the formation of trust tendency and the perception of the platform's quality.Under the combined action of the institutional environment,trust subject and the platform features,the initial trust of the borrower to the platform is established,which also has a positive impact on the bidding intention.

关 键 词：P2P平台 制度 初始信任 产生机理 

分 类 号：F724.6[经济管理—产业经济] F832.4