【摘要】 P2P网络借贷拓宽了个人的理财方式,为投资者提供了低门槛、高收益的理财途径。通常,投资者可直接观察第三方平台上公布的借款信息做出投资决策。对投资者行为的研究发现,投资者在做决策时极易受到他人决策信息的影响,表现为投资人对项目当前投标次数的敏感性,即羊群行为。这种非理智的行为不但会给投资者造成损失,还给P2P平台的发展带来不良后果,因此有必要从平台发展视角出发,对羊群行为的成因和应对进行探讨。更多还原

【Abstract】 P2 P lending is popular for broadening the way of personal financial management and providing investors with low-threshold and high-yielding financial management channels. Investors can directly make investment decisions by observing the relevant information published on the third-party platform.Studies find that when investors make decisions,they not only refer to information related to borrowers,but also are influenced by other people’s investing decision. In other words,investors are sensitive to the number of bidding of the project,which is called herd behavior. Such irrational behavior would cause losses of investors,and bring bad consequences to the development of P2 P platform as well. Therefore,it is necessary to sort out the causes of herd behavior and take responding measures from the perspective of platform economy.更多还原