摘要
I
基于 SOR 模型的 P2P 网络借贷行为影响因素研究
中文摘要
互联网技术的普及和电子商务的快速发展促使传统交易中介正逐渐退出其核心
地位，给互联网金融运营模式的创新提供了机会。基于网络技术的 P2P 网络信贷，作
为第三方网贷平台，借方和贷方进行小金额无担保借贷，既为中小企业融资提供了新
渠道，也为客户闲散资金进行有效打理，因而迅速在我国发展起来。但在 P2P 迅速
发展之时，也出现了一系列问题，很多 P2P 网络借贷平台跑路或经营不善，纷纷倒
下，暴露了非常严重的资金安全性问题，导致借贷双方的投标成功率低下，在一定程
度上阻碍了 P2P 网贷欧亿·体育（中国）有限公司的发展，扰乱了 P2P 网络借贷的市场环境。为了促使 P2P
欧亿·体育（中国）有限公司的稳健运行，对其网贷行为的深刻研究非常重要且必要

本文在研究国内外相关 P2P 欧亿·体育（中国）有限公司基础上，借鉴网络环境的消费者行为研究过程与
成果，基于 SOR 理论模型来对 P2P 网贷行为进行了研究。首先，参考相关文献并整
理确定 P2P 网贷行为中 SOR 具体对应的变量因素，构建影响因素模型。其次，通过
网络问卷调查的方式，整理问卷数据，运用 SPSS20.0 对样本进行描述性统计、信效
度检验，并通过 AMOS20.0 软件进行验证性因子分析和结构方程模型分析。检验结
果显示，借款人还款能力、还款意愿以及与其他投资人的关系强度与投资人感知风险
显著相关，而其他投资人的专业性与投资人风险感知之间影响不显著。另外在网贷平
台的情绪变化关键影响因素研究中，网贷平台的易用性对投资人唤醒情绪的影响假设
未通过，其余假设都成立。最后，进行研究结果讨论，并针对网贷平台提出相对应的
建议

关键词：SOR 模型 P2P 网贷 借贷行为
作 者：汪学霞
指导教师：陈 铭英文摘要 基于 SOR 模型的 P2P 网络借贷行为影响因素研究
II
Research on influential factors of P2P network
lending behavior influence based on SOR model
Abstract
With the popularity of Internet technology and the development of electronic
commerce, traditional trading intermediary is gradually losing its core status, and provides
an opportunity for the innovation of Internet financial operation mode . P2P network based
on the technology of network credit, a third party network platform, is developing rapidly
in our country. Because both lenders and borrowers can use it with a small amount money
and unsecured lending. It can not only alleviate the financing difficulties of small and
medium-sized enterprises, but also help clients to manage their spare money effectively.
However, during the rapid development of the P2P, the new industry also appears a series
of questions: a large number of P2P network platforms raise funds illegally and run away
or manage badly, which thus has brought in the serious security issues. Also both
borrowers and lenders bidding successfully are more difficult. To a certain extent, which
then hinders the development of P2P lending and disturbs the lending market environment
of P2P. In order to prompt the steady development of the P2P industry, the profound study
on the net lending behavior is very important and necessary.
By reading some articles about P2P industry at home and abroad, and learning from
the process and results of the study on consumer behavior around the network environment.
We do some researchers on P2P network credit behavior based on SOR theory model: First
of all, we reference and collect some related literature in the P2P network credit behavior,
and then determine the corresponding variable factors about SOR. And then the model on
factors affecting is constructed. Secondly, lending the network questionnaires, getting some
questionnaire data, we use SPSS20.0 to do descriptive statistics, letter validity on test
samples, and then use AMOS20.0 software to perform confirmatory factor analysis and
structural equation model analysis. The results show that repayment ability, repayment
willingness of the borrower and strength of the relationship with other investors were
significantly associated with the perceived risk of lenders. And the effect between the
expert ability of other investors and investor risk perception was not significant. In addition,
the study on net credit platform key factors influencing, shows that the hypothesis about基于 SOR 模型的 P2P 网络借贷行为影响因素研究 英文摘要
III
net credit platform&39;s ease of use affecting investors wake sentiment failed, but the influence
of the rest of the hypothesis are all established. Finally, we discuss the results of the study,
and corresponding suggestions based on network platform loan are put forward.
Key words: SOR model P2P network credit lending practices
Written by Wang Xuexia
Supervised by Chen Ming目 录
第一章 引论 ...........1
1.1 选题背景..........1
1.2 研究目的和意义..........2
1.2.1 研究目标...2
1.2.2 研究意义...3
1.3 研究内容和结构安排..3
1.3.1 研究内容...3
1.3.2 结构安排...4
1.4 研究方法和技术路线..4
1.4.1 研究方法...4
1.4.2 技术路线...5
1.5 论文创新点及研究特色..........7
第二章 文献综述与理论基础 .......8
2.1 互联网金融理论..........8
2.1.1 互联网金融的概念及其发展.......8
2.1.2 网络借贷模式的概念及其发展...9
2.2 消费者行为理论..........9
2.2.1 消费者行为的概念...........9
2.2.2 消费者行为的模式.........10
2.3 SOR 模型理论 ........... 11
第三章 基于 SOR 模型的 P2P 网贷行为影响因素的相关研究13
3.1 基于 SOR 模型的相关文献研究......13
3.2P2P 网络借贷行为影响因素的相关研究 .....15
3.2.1 网络借贷行为的界定.....15
3.2.2 网络借贷行为影响因素的相关研究.....153.3 基于 SOR 模型 P2P 网络借贷行为影响因素的基本框架 .27
第四章 构建 P2P 网络借贷行为影响因素的假设模型 ..2
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