Research On Investment Behavior Diffusion Process Of Peer-to-Peer Platform Based On Trust

The development of Internet finance has changed the mode of financial development,and P2P(peer-to-peer)lending as an important branch in the field of subdivision,help small and medium enterprises and ordinary people to solve the financing difficulties and expensive issues,P2 P lending platform as a financial intermediary,form a bilateral market with investment side and the financing side,both ends of the common development is the continuous power to promote the platform,and users as the basis for platform development,is the focus of platform operations.But the platform market competition is fierce,a borrowing needs of multiple lender to meet the investment,which means that the investment side of the platform requires a large number of users involved,in which the user's investment behavior plays an important role.Information dissemination from outside information and social networks will influence the investment behavior of the user,and the degree of information acceptance and psychological bias and other factors make the user heterogeneity,the formation of a complex investment behavior spreads and to be a complex social system with the accumulation of time.Therefore,this paper studies the process of "generating to diffusion" investment behavior from the perspective of user trust,discusses the influencing factors of user investment behavior decision-making,and uses cellular automata method to model the spread of P2 P investment behavior.According to the simulation results and the phenomenon of investment behavior diffusion,the conclusion is(1): P2 P investment behavior in the user space aggregation phenomenon;(2)The investment behavior of P2 P investment is S-shaped curve,and its diffusion capacity and diffusion time are affected by multiple factors,but because of the fact that the increase of market capacity is limited,and the increase of external conditions may accelerate the market saturation.(3)P2P investment behavior is an important condition for generating repeated investment behavior,and the conversion rate of repeated investment behavior is positively correlated with the rate of P2 P investment behavior diffusion.(4)word of mouth is an important factor in the sustainable development of P2 P platform.Finally,the related operational suggestions are put forward,which provide the theoretical basis for the user management and development of P2P platform.