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題名 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作者 顏嘉進
Yen, Chia-Chin貢獻者 邱奕嘉
Chiu, Yi-Chia
顏嘉進
Yen, Chia-Chin關鍵詞 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日期 2022 上傳時間 5-Oct-2022 09:10:16 (UTC+8) 摘要 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.參考文獻 英文文獻Anderson, J. C., & Narus, J. A. (1998). Business marketing: understand what customers value. Harvard business review, 76, 53-67.Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management science, 35(8), 982-1003.Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS quarterly, 51-90.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.Katz, M. L., & Shapiro, C. (1986). Technology adoption in the presence of network externalities. Journal of political economy, 94(4), 822-841.Lamoureux, J.-F., & Evans, T. A. (2011). Supply chain finance: a new means to support the competitiveness and resilience of global value chains. Available at SSRN 2179944.Mills, D. C., Wang, K., Malone, B., Ravi, A., Marquardt, J., Badev, A. I., Brezinski, T., Fahy, L., Liao, K., & Kargenian, V. (2016). Distributed ledger technology in payments, clearing, and settlement.Moenninghoff, S. C., & Wieandt, A. (2013). The future of peer-to-peer finance. Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung, 65(5), 466-487.More, D., & Basu, P. (2013). Challenges of supply chain finance: A detailed study and a hierarchical model based on the experiences of an Indian firm. Business Process Management Journal.Nakamoto, S. (2008). Bitcoin: A peer-to-peer electronic cash system. Decentralized Business Review, 21260.Pfohl, H.-C., & Gomm, M. (2009). Supply chain finance: optimizing financial flows in supply chains. Logistics research, 1(3), 149-161.Wild, J., Arnold, M., & Stafford, P. (2015). Technology: Banks seek the key to blockchain. Financial Times, 1, 2015.Woodruff, R. B. (1997). Customer value: the next source for competitive advantage. Journal of the academy of marketing science, 25(2), 139-153.Yin, R. K. (2009). Case study research: Design and methods (Vol. 5). sage.Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.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.參考網站陳毅斌（2021年12月8日）。重點直擊Nasdaq、鴻海MIH、BSOS暢談區塊鏈如何強韌供應鏈。DIGITIMES。檢自https://www.digitimes.com.tw/tech/dt/n/shwnws.asp?id=0000625018_TIPLKFFV2K4J677ZY7DUG李欣岳（2022年5月4日）。Web3不等於數位轉型！專訪BSOS創辦人：如何靠區塊鏈打造全新的經濟生態？。數位時代。檢自https://meet.bnext.com.tw/articles/view/49029?高敬原（2019年12月2日）。貸款詐騙案層出不窮，區塊鏈能修補「信任」？這家新創讓金控大戶、純網銀搶合作。數位時代。檢自https://www.bnext.com.tw/article/55723/bsos-bridgex-use-blockchain-slove-supply-chain-finance黃朝秋（2022年2月18日）。BSOS 2022 致股東報告書：流動性改變世界。檢自https://www.bsos.co/zh-TW/blog/bsos-ceo-letter-to-shareholders-2022 描述 碩士
國立政治大學
科技管理與智慧財產研究所
109364105資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109364105 資料類型 thesis dc.contributor.advisor 邱奕嘉 zh_TW dc.contributor.advisor Chiu, Yi-Chia en_US dc.contributor.author (Authors) 顏嘉進 zh_TW dc.contributor.author (Authors) Yen, Chia-Chin en_US dc.creator (作者) 顏嘉進 zh_TW dc.creator (作者) Yen, Chia-Chin en_US dc.date (日期) 2022 en_US dc.date.accessioned 5-Oct-2022 09:10:16 (UTC+8) - dc.date.available 5-Oct-2022 09:10:16 (UTC+8) - dc.date.issued (上傳時間) 5-Oct-2022 09:10:16 (UTC+8) - dc.identifier (Other Identifiers) G0109364105 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/142106 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 科技管理與智慧財產研究所 zh_TW dc.description (描述) 109364105 zh_TW dc.description.abstract (摘要) 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。 zh_TW dc.description.abstract (摘要) 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. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的與問題 3第三節 論文研究架構 3第二章 文獻探討 5第一節 供應鏈金融發展脈絡 5第二節 平台 17第三節 P2P借貸平台 23第四節 區塊鏈技術 26第五節 信任 30第六節 顧客價值 39第三章 研究方法 41第一節 個案研究法 41第二節 研究架構 43第四章 個案介紹 46第一節 企業簡介 46第二節 企業商業模式 49第三節 平台使用者之使用流程（頁面僅供主流程示意） 61第五章 研究分析 68第一節 平台的信任機制 68第二節 平台的專屬資產 77第三節 價值創造 83第六章 結論與建議 88第一節 研究發現 88第二節 研究結論 92第三節 研究限制 97第四節 後續研究建議 97參考文獻 98 zh_TW dc.format.extent 4531400 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109364105 en_US dc.subject (關鍵詞) P2P平台 zh_TW dc.subject (關鍵詞) 信任機制 zh_TW dc.subject (關鍵詞) 價值創造 zh_TW dc.subject (關鍵詞) 供應鏈金融 zh_TW dc.subject (關鍵詞) P2P platform en_US dc.subject (關鍵詞) Trust mechanism en_US dc.subject (關鍵詞) Value creation en_US dc.subject (關鍵詞) Supply Chain Finance en_US dc.title (題名) 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 zh_TW dc.title (題名) The Trust Mechanism and Value Creation of P2P Platforms: A Case Study of Supply Chain Finance Platform en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 英文文獻Anderson, J. C., & Narus, J. A. (1998). Business marketing: understand what customers value. Harvard business review, 76, 53-67.Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management science, 35(8), 982-1003.Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS quarterly, 51-90.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.Katz, M. L., & Shapiro, C. (1986). Technology adoption in the presence of network externalities. Journal of political economy, 94(4), 822-841.Lamoureux, J.-F., & Evans, T. A. (2011). Supply chain finance: a new means to support the competitiveness and resilience of global value chains. Available at SSRN 2179944.Mills, D. C., Wang, K., Malone, B., Ravi, A., Marquardt, J., Badev, A. I., Brezinski, T., Fahy, L., Liao, K., & Kargenian, V. (2016). Distributed ledger technology in payments, clearing, and settlement.Moenninghoff, S. C., & Wieandt, A. (2013). The future of peer-to-peer finance. Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung, 65(5), 466-487.More, D., & Basu, P. (2013). Challenges of supply chain finance: A detailed study and a hierarchical model based on the experiences of an Indian firm. Business Process Management Journal.Nakamoto, S. (2008). Bitcoin: A peer-to-peer electronic cash system. Decentralized Business Review, 21260.Pfohl, H.-C., & Gomm, M. (2009). Supply chain finance: optimizing financial flows in supply chains. Logistics research, 1(3), 149-161.Wild, J., Arnold, M., & Stafford, P. (2015). Technology: Banks seek the key to blockchain. Financial Times, 1, 2015.Woodruff, R. B. (1997). Customer value: the next source for competitive advantage. Journal of the academy of marketing science, 25(2), 139-153.Yin, R. K. (2009). Case study research: Design and methods (Vol. 5). sage.Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.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.參考網站陳毅斌（2021年12月8日）。重點直擊Nasdaq、鴻海MIH、BSOS暢談區塊鏈如何強韌供應鏈。DIGITIMES。檢自https://www.digitimes.com.tw/tech/dt/n/shwnws.asp?id=0000625018_TIPLKFFV2K4J677ZY7DUG李欣岳（2022年5月4日）。Web3不等於數位轉型！專訪BSOS創辦人：如何靠區塊鏈打造全新的經濟生態？。數位時代。檢自https://meet.bnext.com.tw/articles/view/49029?高敬原（2019年12月2日）。貸款詐騙案層出不窮，區塊鏈能修補「信任」？這家新創讓金控大戶、純網銀搶合作。數位時代。檢自https://www.bnext.com.tw/article/55723/bsos-bridgex-use-blockchain-slove-supply-chain-finance黃朝秋（2022年2月18日）。BSOS 2022 致股東報告書：流動性改變世界。檢自https://www.bsos.co/zh-TW/blog/bsos-ceo-letter-to-shareholders-2022 zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202201511 en_US
