Research On The Driving Mechanism Of The Service Brand Equity Of Peer-to-Peer Lending Platforms

With the progress and development of modern information technology and the Internet,Peer-to-Peer online lending,the crowd-funding and other new models of new Internet financial services models emerged,the financial industry has become one of the most profound affected areas of the Internet(Xiaowu Rui,2013).The emergence of these new financial formats had a profound influence and impact of the traditional financial models.The Peer-to-Peer online lending and other new models of new Internet financial services models have become the focus of research.In addition,with the development of Peer-to-Peer online lending industry and the enhance of investor willingness to invest,more and more scholar will take research of Peer-to-Peer online lending,especially in the current issue Peer-to-Peer online lending platform,under the"foot platform" malignant influence and impact,Peer-to-Peer online lending platform more need to focus on brand building and management services.In this study,combined with Peer-to-Peer online lending online virtual contextual features,we will discussion on Peer-to-Peer online lending platform services brand equity structure and its internal drive mechanism,serve as the core brand equity,with Peer-to-Peer online lending service platform for study sample,and then we will analysis of this fine service brand construction sub-sector in the context,motivation and mediating effect,and put forward some suggestions in the Internet financial background Peer-to-Peer online lending platform for enterprise service brand management,which undoubtedly has an important significance for the development of Peer-to-Peer online lending industry for a period in China.For the sake of this study can be more accurate,more in-depth analysis of this study,this paper carries out the following research work.Study one:it analyzes of Peer-to-Peer online lending industry and the service of Peer-to-Peer online lending.This paper focuses on the analysis of financial status of the concept of development of the internet and Peer-to-Peer online lending,analyze Peer-to-Peer online lending service model and industry status,from a practical point of view the system status and trend analysis of Peer-to-Peer online lending services,lays a practice research basis.The study finds that Peer-to-Peer online lending industry has flourishing development of the situation,Peer-to-Peer online lending service is also at the stage of vigorous development,but at the same Peer-to-Peer online lending platform for enterprise service brand management is still weak.Study two:it does the research of asset structure of Peer-to-Peer online lending platform service brand.First,it analyzes the present study on Peer-to-Peer online lending service characteristics,from online interactive features,investor perception of the service experience the features and characteristics of financial services three aspects of Peer-to-Peer online lending service features.Secondly,this research service brand assets relates theories,concepts and core elements of Peer-to-Peer online lending service brand equity(brand awareness,brand trust and brand loyalty)defined from a theoretical perspective.Subsequently,this research through in-depth interviews with 35 interview subjects,explores the Peer-to-Peer online lending platform service brand structure and measurement questions of assets,a preliminary measure to ask items.Finally,this study tests Peer-to-Peer online lending platform services brand equity measurement scale validation studies conducted by the 211 samples tested and revised data further Peer-to-Peer online lending platform services brand equity measurement scale,the formation of 13 questions of three dimensions,the cumulative rate of 69.31 percent variance explained,better explain the meaning and structure of the Dimension line situations Peer-to-Peer online lending service brand equity net loan platform,with good reliability and validity.Study three:it researches the influence of mechanism assets Peer-to-Peer online lending platform service brand.Firstly,it analyzes and explores the he impact mechanism of Peer-to-Peer online lending platform services brand equity.Secondly,it reviews the theory of perception of service quality,perceived value,perceived risk,brand communication and online interaction theory,and lays the theoretical foundation research;then,the paper uses qualitative analysis method,taps the core driver(investors perceived service quality,perceived risk investors,investors perceived value,brand communication and online interaction levels,etc.)of Peer-to-Peer online lending service brand equity,refines the core category of service-affecting brand equity and its role path,shows from the platform brand Investor perception and theoretical analysis of two aspects,initially builds a conceptual model.Study four:this paper validates the driven mechanism of Peer-to-Peer online lending platform services brand equity.In this study,it compliances with the"perception-attitude-practice reaction" theory path,deducts the driving mechanism of Peer-to-Peer online lending internet services brand equity,from the perspective and perception the investor presentation platform brand.Studies suggest that,in terms of investor perception of service path,investors perceive platform QOS(liquidity,profitability,convenience,assurance),aware platform risks(economic risk,privacy risk,payment risk and information risk)service brand equity have a significant impact on the Peer-to-Peer online lending platform,and perceive value play an intermediary role by investing in people,the level of interaction online in perceived service quality and perceived risks has a regulatory role in affecting the perceived value.In terms of platform brand presentation path,Peer-to-Peer online lending platform brand communication(advertising communication,PR,marketing promotion of the dissemination and interpersonal communication)for Peer-to-Peer online lending internet services brand equity have an impact,and are driven by the intermediary role of brand image reaction.Research by 118 small-scale test sample data and 449 large-scale sample test,using statistical analysis software SPSS 19.0 and LISREL8.70 software related assumptions empirical test results meet expectations.At the same time,this study has the following innovations:First,this study combines online virtual situational perspective,relying on service brand equity theory,Peer-to-Peer online lending brand management theory and the theory of net loan service,groundbreaking research the meaning of Peer-to-Peer online lending platform services and brand equity structural dimension.And it has developed appropriate measurement scale based on interviews with a sample of Chinese Peer-to-Peer online lending industry.Second,this study researches and validates the driven mechanism of the platform investor risk perception,perceived quality of service platform for Peer-to-Peer online lending platform services brand equity from the customer(investor)perception perspective,and verifies the value of investment in which people perceive mediating effect and moderating effect online interaction level,finds new progress of driven mechanism of Peer-to-Peer online lending platform services brand equity.Third,this study presents the perspective from the Peer-to-Peer online lending platform brand starting from the platform of their own brand communications behavior which is included in the driving mechanism of the frame,and deeply analyzes the spread of advertising platform companies,person promotion,sales promotion Communication and interpersonal communication on internet services brand in direct effect,and also the middle effect of platform brand image.