考虑短视认知的数字金融平台行为演化——基于众筹平台的实证研究  

CONSIDERING SHORT-SIGHTED COGNITION IN THE EVOLUTION OF DIGITAL FINANCIAL PLATFORM BEHAVIOR:AN EMPIRICAL STUDY BASED ON CROWDFUNDING PLATFORMS

作　　者：夏雨[1] 赵雅静 魏明侠[1] 孙晓灵 XIA Yu;ZHAO Yajing;WEI Mingxia;SUN Xiaoling(School of Management,Henan University of Technology,Zhengzhou 450001,China;School of Journalism and Communication,Henan University of Technology,Zhengzhou 450001,China)

机构地区：[1]河南工业大学管理学院,河南郑州450001 [2]河南工业大学新闻与传播学院,河南郑州450001

出　　处：《河南工业大学学报（社会科学版）》2024年第2期20-31,共12页Journal of Henan University of Technology:Social Science Edition

基　　金：国家社会科学基金重点项目(23AGL010);河南省高校哲学社会科学创新人才支持计划(2024-CXRC-04);河南省哲学社会科学规划年度项目(2023BJJ019)。

摘　　要：众筹是数字金融将互联网技术应用于资金借贷行业的新型金融服务模式,其质量不仅会影响众筹平台的运营状况,还会影响数字金融的健康发展。以众筹平台为研究对象,运用系统动力学进行仿真模拟,探究具有短视认知的众筹平台项目准入行为决策及其演化均衡。结果表明:平台项目准入行为的演化均衡结果主要取决于平台的短视认知、声誉收益、惩罚成本等因素,其中,短视认知偏差是影响众筹行业演化均衡的最重要因素;降低单一平台的短视认知、提高其社会声誉和对其的惩罚成本,能够使众筹系统快速演化到高质量项目进入的状态。因此,可以通过外部锁定技术促使平台严格审核项目,防止过多低质量项目进入;同时,运用法律法规进行约束、强化教育宣传、优化平台经营理念等方式,从根源上纠正认知偏差、导控演化行为,促进众筹市场良性发展。Crowdfunding,as a new financial product that applies internet technology to the lending industry within digital finance,its quality is not only related to the operational status of crowdfunding platforms,but also affects the healthy development of digital finance.This study takes crowdfunding platforms as the research object to explore the decision-making and evolutionary equilibrium of project admission behavior with short-sighted cognition,and applies system dynamics for simulation.The results show that the evolutionary equilibrium results of platform project admission behavior mainly depend on factors such as the platform′s short-sighted cognition,reputational benefits,and punishment costs,among which the bias of short-sighted cognition is the most important factor affecting the evolutionary equilibrium of the crowdfunding industry.Reducing the short-sighted cognition of a single platform,improving social reputation,and increasing punishment costs can quickly evolve the crowdfunding system to a state where high-quality projects are admitted.Therefore,external locking technology should be used to encourage platforms to strictly review projects and prevent too many low-quality projects from entering.At the same time,using laws and regulations for constraints,strengthening education and publicity,and optimizing platform business philosophies can correct cognitive biases and control evolutionary behavior from the root,promoting the positive development of the crowdfunding market.

关 键 词：众筹平台 项目准入决策 短视认知 

分 类 号：F724.6[经济管理—产业经济] F832