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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/142106


    Title: P2P平台之信任機制與價值創造探討：以供應鏈金融平台企業為例
    The Trust Mechanism and Value Creation of P2P Platforms: A Case Study of Supply Chain Finance Platform
    Authors: 顏嘉進
    Yen, Chia-Chin
    Contributors: 邱奕嘉
    Chiu, Yi-Chia
    顏嘉進
    Yen, Chia-Chin
    Keywords: P2P平台
    信任機制
    價值創造
    供應鏈金融
    P2P platform
    Trust mechanism
    Value creation
    Supply Chain Finance
    Date: 2022
    Issue Date: 2022-10-05 09:10:16 (UTC+8)
    Abstract: 中小企業難以向傳統金融機構尋求合適融資方案，因中小企業徵信成本過高、取得資訊相對困難、財務體質較大型企業更為脆弱、可抵押給貸方的資產有限，通常比較難取得銀行的融資。2008年全球次貸危機暴發，造成整體供應鏈流動性風險上升疑慮，企業被迫使尋求傳統金融方案以外的融資辦法，這個現象造就了供應鏈金融需求上升。近幾年供應鏈金融的發展朝向P2P借貸平台邁進，其市場逐漸擴增，具有高速發展潛力。然而隨著P2P借貸平台的崛起，身為全球指標性P2P借貸市場的中國，於2018年起出現知名的「暴雷」事件，眾多P2P借貸平台因多種緣由倒閉，進而凸顯出使用者對平台的信任議題與安全交易環境之重要性。
    本研究欲探討為成功運營一P2P借貸平台，應如何透過機制的設計與技術應用，以建立使用者的信任，產生使用意圖並常駐平台，進而創造顧客價值。本研究探討平台建立使用者信任感的因素、研究平台專屬資產的類型、及平台創造顧客價值的層面，依據研究結果，提出以下結論：
    1.P2P平台藉由創新的商業模式吸引有信用之買方使用者上平台，進而取信於資金方使用者。新的商業模式將無法建立情境一般性的信任前置因素，然而透過創造使用者數據分析模組之專屬資產，可以建立熟悉度的信任前置因素；並輔平台契約加以規範商業模式之法律效力，加強結構型保證的信任前置因素，最終使用戶產生使用意圖。
    2.透過創新的商業模式與區塊鏈科技賦予的使用邏輯，建立供應商、買方、資金方三方使用者平台專屬資產，使其常駐平台，並創造了品質提升、成本降低、客製化三面向的顧客價值。
    It is difficult for small and medium-sized enterprises to seek suitable financing solutions from traditional financial institutions, because the cost of credit investigation for small and medium-sized enterprises is too high. The outbreak of the financial crisis in 2008 caused the risk of supply chain liquidity to rise, and companies were forced to seek financing methods other than traditional financial solutions. This phenomenon has created a rise in the demand of supply chain financial. In recent years, the development of supply chain finance has moved towards P2P lending platform, and its market has gradually expanded. However, with the rise of P2P lending platforms, China, which is a global benchmark P2P lending market, has experienced a well-known collapse since 2018. Many P2P lending platforms have closed down for various reasons, which highlights the importance of user’s trust issues and a secure trading environment.
    This study intends to explore how to successfully operate a P2P lending platform, through the design of the mechanism and the application of technology, to build user trust, generate usage intentions and stay on the platform, thereby creating customer value. This research explores the factors that build user trust, the types of exclusive assets of the platform, and the customer value created by the platform. Based on the research results, the following conclusions are put forward:
    1. The P2P platform attracts trustworthy buyers to the platform through innovative business models, and then wins the trust of funders. The new business model will not be able to establish Institution-Based Trust Antecedents: Situational Normality, but by creating the exclusive asset through the user data analysis module, Knowledge-Based Trust Antecedents: Familiarity with the E-Vendor can be established; and the legality of the business model can be regulated by the user agreement, therefore strengthen Institution-Based Trust Antecedents: Structural Assurances, and finally make users generate intentions to use.
    2. Through the innovative business model and blockchain technology, the platform establishes the exclusive assets for suppliers, buyers and funders, making it stay on the platform; therefore, creating customer value of quality improvement, cost reduction and customization.
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    Gelsomino, L. M., Mangiaracina, R., Perego, A., & Tumino, A. (2016). Supply chain finance: a literature review. International Journal of Physical Distribution & Logistics Management.
    Han, J., & Han, D. (2001). A framework for analyzing customer value of internet business. Journal of Information Technology Theory and Application (JITTA), 3(5), 4.
    Hofmann, E. (2005). Supply chain finance: some conceptual insights. Beiträge Zu Beschaffung Und Logistik, 16, 203-214.
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    中文文獻
    宋華, & 陳思浩. (2016). 供應鏈金融的演進與互聯網供應鏈金融: 一個理論框架. 中國人民大學學報, 30(5), 95-104.
    李沃牆. (2018). 中國大陸 P2P 網貸平臺風暴評述. 展望與探索月刊, 16(9), 24-31.
    邱志聖. (2010). 策略行銷分析：架構與實務應用（三版）. 智勝文化.
    胡躍飛, & 黃少卿. (2009). 供應鏈金融: 背景~ 創新與概念界定. 財經問題研究.
    夏泰鳳. (2011). 基於中小企業融資視角的供應鏈金融研究 浙江大學].
    曹磊, & 錢海利. (2016). FinTech 金融科技革命: 網路金融新體系, 改變你我消費, 理財, 保險與借貸的未來. 商周出版.
    陳威如, & 余卓軒. (2013). 平台革命: 席捲全球社交, 購物, 遊戲, 媒體的商業模式創新. 商周出版.
    陳美燕, 李易諭, & 余千智. (2020). 第三方B2B電商平臺支援環境下供應鏈金融體系之最優產銷與融資決策方法 陳美燕]. 台北市.

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    Description: 碩士
    國立政治大學
    科技管理與智慧財產研究所
    109364105
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0109364105
    Data Type: thesis
    DOI: 10.6814/NCCU202201511
    Appears in Collections:[Graduate Institute of TIPM] Theses

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