预防还是促进，P2P借贷平台广告沟通策略研究——基于面板数据的实证分析

营销科学学报

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预防还是促进，P2P借贷平台广告沟通策略研究——基于面板数据的实证分析

侯旻，顾春梅，王佳凯，侯萍

侯旻，浙江工商大学工商管理学院市场营销系副教授/硕士导师，E-mail：min_hou@126.com。
顾春梅，浙江工商大学工商管理学院市场营销系教授/硕士导师，E-mail：gucm58@163.com。
王佳凯，浙江工商大学工商管理学院市场营销系硕士研究生，E-mail：wjk199555@163.com。
侯萍，通讯作者，长春工业大学信息传播工程学院高级实验师，E-mail：houping@ccut.edu.cn。

出版日期:2018-03-30 发布日期:2019-04-19
基金资助:
感谢国家自然科学基金青年基金项目(项目号：71402167 )对本研究的资助；感谢浙江省一流学科（A类）（浙江工商大学工商管理学科）（课题编号：JYTgs20171107）对本研究的资助

Prevention or promotion? Research on Advertising Communication Strategy of P2P Lending Platform - Empirical Analysis Based on Panel Data

Hou Min, Gu Chunmei, Wang Jiakai, Hou Ping

Hou Min,School of Business Administration of Zhejiang Gongshang University, Hangzhou, 310018;
Gu Chunmei,School of Business Administration of Zhejiang Gongshang University, Hangzhou, 310018;
Wang Jiakai,School of Business Administration of Zhejiang Gongshang University, Hangzhou, 310018;
Hou Ping,Changchun University of Technology, Changchun, 130012

Online:2018-03-30 Published:2019-04-19

摘要/Abstract

摘要：

本研究采集了P2P平台共1960笔的面板数据，经过筛选，建构了面板数据分析模型，最终发现：与促进聚焦广告相比，预防聚焦广告对平台成交量影响更大，且为正向显著性影响；有第三方合作的平台，宜采用促进聚焦广告，但是没有第三方合作的平台，采用预防聚焦广告效果更好；设立个人项目和组织项目的平台，预防聚焦和促进聚焦广告的作用也有所差异。本研究结果对于高风险性的金融产品广告沟通策略选择具有一定的借鉴意义。

关键词: P2P, 预防聚焦, 促进聚焦, 面板数据分析

Abstract:

This study collected a total of 1960 pieces of panel data of the P2P platform and constructed a panel data analysis model after filtering. Finally, we found that: compared with the promotion focus advertising, the prevention focus advertising has a greater impact on platform trading volume, and the impact is positive significant; for the platform which has a third-party cooperation should use promotion focus advertising, but for the platform without third-party cooperation, prevention focus advertising is a better choice. Prevention focus and promotion focus advertising with have different effects on the use of individual projects and organization projects platform. The results of this study have some reference to the selection of high-risk financial products advertising communication strategy.

Key words: P2P, Prevention, Promotion, Panel Data Analysis

侯旻,顾春梅,王佳凯,侯萍. 预防还是促进，P2P借贷平台广告沟通策略研究——基于面板数据的实证分析[J]. 营销科学学报.

Hou Min, Gu Chunmei, Wang Jiakai, Hou Ping. Prevention or promotion? Research on Advertising Communication Strategy of P2P Lending Platform - Empirical Analysis Based on Panel Data[J]. Journal of Marketing Science.

预防还是促进，P2P借贷平台广告沟通策略研究——基于面板数据的实证分析

Prevention or promotion? Research on Advertising Communication Strategy of P2P Lending Platform - Empirical Analysis Based on Panel Data

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