Exploring Investment Intention Based on Elaboration Likelihood Model: An Example of P2P Lending Platforms

• Main Authors: Huang, Hao-Yu, 黃浩榆
• Other Authors: Lin, Jie-Peng
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/7u5b25

碩士 === 國立交通大學 === 管理學院經營管理學程 === 106 === The development of Internet has overturned traditional bank service, no matter if it is in the pattern of assets management or making loan, these services can be rendered through network. Though Internet has been developing with booming pace right now,a the number of successful transactions conducted through P2P Lending platform operators can hardly be compared to those in Europe, US, and mainland China. The reason why investors are willing to conduct investment on P2P Lending platform is because they lack trust for the source and argumentation provided by the intermediary platform. Therefore, how to convince investors in order to establish trust relationship on intermediary platform is the pivotal factor that affects if investor likes to carry out investment online. For the time being yet, there has not any literature which discussed about the impact rendered by source credibility and quality of argumentation upon the willingness of investors to invest online. Based on elaboration likelihood model (ELM), if investors are given with the capability to deal with information, what might affect cognitive processing of persuasion could be quality of argumentation, source credibility, attitude, and other factors. As such, this study would base on ELM theory as its foundation to investigate the impact of establishing trust on the intermediary platform when investors are convinced in the cognitive processes. This study employed the experimental method in simulation of the scenario provided by P2P Lending platform website, while individual variables are manipulated, with results found as follows: 1. Source credibility and quality of argumentation will positively affect the trust for intermediary. 2. Source credibility will affect the trust of investors for intermediary platform, and it will be adjusted positively by the financial self-efficacy of investors. 3. Quality of argumentation will affect the trust of investors for intermediary platform, and it will be adjusted negatively by the perceived investment value. Keywords: P2P Lending, ELM, Source Credibility, Quality of Argumentation, Financial Self-Efficacy, Perceived Investment Value