网贷市场中消费者投资意愿及其神经机制研究  

Research on Consumer Investment Intention and Its Neural Mechanism in the P2P Market

作　　者：程菲[1] 蔡敏[1] 王倩倩 吴佩颖 CHENG Fei;CAI Min;WANG Qian-qian;WU Pei-ying(School of Management,Hangzhou Dianzi University,Hangzhou Zhejiang 310018,China)

机构地区：[1]杭州电子科技大学管理学院,浙江杭州310018

出　　处：《信息与管理研究》2020年第1期85-95,共11页Journal of Information and Management

基　　金：国家自然科学基金青年基金项目(71602044)。

摘　　要：为解决投资人在P2P网贷市场上因盲目跟风投标而给自身和平台带来损失的问题,研究P2P平台引起的投资人羊群行为及其神经机制。在羊群效应影响因素和模型的基础上,展开客观的事件相关电位技术和主观的问卷调研,两者相辅相成。结论表明,投标次数因素和投标进度因素均作用于投标意愿,两因素的相互作用也会影响投资人的投标意愿,且投标进度对投标意愿有更大的作用。建议投资人在使用P2P平台时注意避免投标次数和投标进度对其投标决策的影响,同时企业可开发相关的模块帮助用户规避羊群行为的影响。To limit and reduce the investors ’ losses of copying others ’ investment decision and their family members,event-related potentials( ERPs) is used to analyze herd behavior and its neural mechanism for a good solution. Making clear the influencing factor and model of the herd behavior,this paper,by means of objective ERP experiment and subjective questionnaire survey,discusses the mechanism of herd behavior in peer-to-peer( P2P) markets. It is shown that the bidding number of times and the bidding schedule impact the customers’ investment intention,and so do the interaction of the two;the bidding schedule plays a bigger role in the impact of the bidding intention. Therefore,this paper suggests that in P2P market investors should avoid the negative impact of bidding number of times and bidding schedule on investment decision,and meanwhile,enterprises should develop module to train the users to mitigate the risk of herd behavior.

关 键 词：事件相关电位 P2P市场 投资意愿 羊群行为 N400 

分 类 号：F832.48[经济管理—金融学]