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

Abstract

Abstract:

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.

Key words: P2P platform, initial trust, institution, formation mechanism

Wang Xiuwei, Hu Longying, Wang Tianyang. Research on the Formation Mechanism of the Initial Trust of the Loaner to the P2P Platform Based on the Institution Trust[J]. , 2018, 30(12): 99-108.

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