Research On Risks Of Internet Consumer Finance Business On Jingdong E-commerce Platform

As a new business form,e-commerce Internet consumption finance mode is continuously permeating into the daily life of consumers.Jingdong and other e-commerce enterprises use their platform advantages to integrate consumption finance into the consumption scene,providing consumers with installment payment,credit sales and other services,breaking through the restrictions of consumers on income.However,there are loopholes such as imperfect information disclosure,imperfect system and insufficient technical level in the online consumer finance industry of e-commerce platform,resulting in liquidity risk,credit risk and network security risk,which are not conducive to the stable development of the industry.This paper selects Jingdong e-commerce platform as a typical case to study the risks of its consumer finance business and puts forward corresponding risk prevention suggestions,aiming to provide reference for the risk prevention of the entire e-commerce internet consumer finance industry.This paper first sorts out the relevant theories,describes the concepts of consumer finance,internet consumer finance and e-commerce platform internet consumer finance,and expounds the theories of information asymmetry and risk management;Secondly,this paper introduces the background of the development of the Internet consumer finance business of Jingdong E-commerce platform,analyzes the Internet consumer finance products of Jingdong E-Commerce platform,and analyzes the Internet consumer finance business model and risk control model of Jingdong E-Commerce platform;Thirdly,identify the main risks of the Internet consumer finance business of Jingdong e-commerce platform and analyze the risk formation factors;Finally,through the establishment of a hierarchical analysis model to analyze the weight of various risks in the online consumer finance business of the Jingdong ecommerce platform,it is found that credit risk is the most important risk.Then,the game model is used to analyze the credit risk of the consumer finance business of the Jingdong ecommerce platform,and it is found that the credit line,the cost of breach of contract,the effect of increasing the credit line and the consumer cognitive bias will have an impact on credit risk.Based on the above analysis,this paper summarizes the risk problems existing in the internet consumer finance business of Jingdong e-commerce platform,and puts forward some suggestions on how to prevent risks from four aspects: credit management,supervision,business management and network security.At the level of credit management,we should improve the construction of credit system,increase the credit limit of customers,increase thepenalty for breach of contract;At the level of supervision,financial laws and regulations should be improved,and the responsibility of supervision should be clarified;At the level of network security,we should improve consumers' awareness of information security and enhance the construction of network security;At the business management level,carry out credit activities,stimulate consumer repayment,and increase the consumption scenarios.