互联网平台对互联网金融产品感知风险的影响  

How Online Platform Work on Perceived Risk of Online Financial Products

作　　者：侯旻[1] 顾春梅[1] 王钟辉[1] 

机构地区：[1]浙江工商大学工商管理学院,杭州310018

出　　处：《浙江工商大学学报》2016年第2期74-84,共11页Journal of Zhejiang Gongshang University

基　　金：国家自然科学基金青年基金项目"双边市场环境下个体风险决策行为的影响机制研究--基于交叉市场网络效应的分析"(71402167);浙江省哲学社会科学研究基地浙商研究中心项目"浙商二代创业中天生国际化企业营销策略选择机制研究"(14JDZS02YB)

摘　　要：以往互联网金融产品研究多是单方面从消费者角度展开分析,忽略了网络平台这一重要因素。消费者和平台都是感知风险研究的重要内容,本研究试图在感知风险理论的框架下,以P2P网贷平台为研究对象,将消费者和互联网平台联系在一起,通过回归分析检验了P2P平台对感知风险的影响和消费者因素对二者关系的调节效应,得出了与传统网购感知风险研究不同的结论:可信度显著正向影响隐私风险和功能风险,便捷性显著正向影响感知风险和财务风险,实用性显著正向影响感知风险、心理风险和社会风险;年龄能显著负向调节女性样本中网站因素与感知风险之间的关系。并基于结论为P2P网贷平台提出了营销建议。Prior literatures about online financial products have neglected the platform element and the research has been done from the perspective of the consumers. Since both consumers and lending platforms are important elements in research of perceived risk, this paper attempts to connect consumers and the Internet platforms with P2P lending platform as the subject under the framework of perceived risk theory and tests the effect of P2P platform on perceived risk and the moderating effect of consumers on the relationship between them. Results different from the study of the traditionally perceived risk show that credibility has significant positive effect on privacy risk and functional risk. Convenience affects the perceived risk and financial risk positively. Practicability affects the perceived risk, psychological risk and social risk positively. Age has significantly negative moderating effect on the relationship of the Internet and the perceived risk among the female samples. Finally, marketing strate-gies are proposed for the P2P lending platform based on the results above.

关 键 词：互联网金融 感知风险 P2P 

分 类 号：F713.50[经济管理—市场营销]