How Online Platform Work on Perceived Risk of Online Financial Products

Prior literatures about online financial products have neglected the platform element and the research has been done from the perspective of the consumers. Since both consumers and lending platforms are important elements in research of perceived risk, this paper attempts to connect consumers and the Internet platforms with P2P lending platform as the subject under the framework of perceived risk theory and tests the effect of P2P platform on perceived risk and the moderating effect of consumers on the relationship between them. Results different from the study of the traditionally perceived risk show that credibility has significant positive effect on privacy risk and functional risk. Convenience affects the perceived risk and financial risk positively. Practicability affects the perceived risk, psychological risk and social risk positively. Age has significantly negative moderating effect on the relationship of the Internet and the perceived risk among the female samples. Finally, marketing strategies are proposed for the P2P lending platform based on the results above.