预防还是促进,P2P借贷平台广告沟通策略研究——基于面板数据的实证分析  

Prevention or Promotion?Research on Advertising Communication Strategy of P2P Lending Platform-Empirical Analysis Based on Panel Data

作　　者：侯旻[1] 顾春梅[1] 王佳凯 侯萍[2] Hou Min;Gu Chunmei;Wang Jiakai;Hou Ping(School of Business Administration of Zhejiang Gongshang University;Changchun University of Technology)

机构地区：[1]浙江工商大学工商管理学院市场营销系 [2]长春工业大学信息传播工程学院

出　　处：《营销科学学报（辑刊）》2018年第1期142-154,共13页Journal of Marketing Science

基　　金：国家自然科学基金青年基金项目(项目号:71402167)对本研究的资助;浙江省一流学科(A类)(浙江工商大学工商管理学科)(课题编号:JYTgs20171107)对本研究的资助

摘　　要：本研究采集了P2P平台共1960笔的面板数据,经过筛选,建构了面板数据分析模型,最终发现:与促进聚焦广告相比,预防聚焦广告对平台成交量影响更大,且为正向显著性影响;有第三方合作的平台,宜采用促进聚焦广告,但是没有第三方合作的平台,采用预防聚焦广告效果更好;设立个人项目和组织项目的平台,预防聚焦和促进聚焦广告的作用也有所差异。本研究结果对于高风险性的金融产品广告沟通策略选择具有一定的借鉴意义。This study collected a total of 1960 pieces of panel data of the P2P platform and constructed a panel data analysis model after filtering.Finally,we found that:compared with the promotion focus advertising,the prevention focus advertising has a greater impact on platform trading volume,and the impact is positively significant;for the platform which has a thirdparty cooperation should use promotion focus advertising,but for the platform without third-party cooperation,prevention focus advertising is a better choice.Prevention focus and promotion focus advertising have different effects on the use of individual projects and organization projects platform.The results of this study have some reference to the selection of high-risk financial products advertising communication strategy.

关 键 词：P2P 预防聚焦 促进聚焦 面板数据分析 

分 类 号：F724.6[经济管理—产业经济] F832.4