An Eye-Tracking Study of Exploring Factors affecting Intention of Investment on Online P2P Lending Platform

• Main Authors: Wei,Lin, 林葳
• Other Authors: Pei-Hsuan Hsieh
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/h42995

碩士 === 國立成功大學 === 資訊管理研究所 === 106 === Sharing economy is rapidly developing as network and mobile technology advances. Apart from the sharing of goods, services, spaces, and vehicles through various online platforms, even money can be shared on platforms. Due to the complicated process of loan approval and the more stringent standards in traditional banks, small and medium-sized enterprise (SME) owners, borrowers who don’t have enough financial resources, and people who are just starting a career have difficulty obtaining bank loans. However, online Peer-2-Peer (P2P) lending platforms have become a better way for them to borrow small loans. Therefore, it is worth discussing how loan information released on the platforms can attract investors' attention and influence their investment intention. The purpose of this study is to explore the factors affecting intention of investment on online P2P lending platforms and analyze loan information, personal information, and voluntary information by using the Elaboration Likelihood Model (ELM). We collected eye movement data on the screen of loan information through eye-tracking experiment, using fixation time and fixation count. We also conducted semi-structured interviews after the experiment to analyze the impact of these factors on the investment intentions. The study found that the credit rating is the most significant factor affecting the investment intention. Although the loan purpose and detailed description are less noticeable by investors than other factors, it can effectively persuade them to invest through commercial loans. We expect this study can provide specific suggestions for borrowers on online P2P lending platform, making it easier to match investors and borrowers.