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

Abstract

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

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.

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

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