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Research on Perceived Risk of WeChat Lending Service Based on CHAID

In: Proceedings of the 4th International Conference on Internet Finance and Digital Economy (ICIFDE 2024)

Author

Listed:
  • Kuotai Tang

    (Fujian Polytechnic of Information Technology, Department of Business Management)

  • Hengfu Li

    (Fujian University of Technology, School of Internet Economics and Business)

Abstract

With the rapid development of Internet finance, online lending services have become an important business. In China, the convenience of WeChat lending services (WCLS) has enhanced consumers’ perception of potential risks and greatly affected their willingness to use them. Based on the perceived risk theory and the trust theory, this paper is divided into the dimensions of perceived privacy risk, perceived service risk, perceived operational risk, cognitive trust, emotional trust, etc., in order to construct research variables, and collect 256 valid questionnaires by questionnaire survey. Research data Cronbach’s alpha=0.850, KMO=0.848. The CHAID decision tree algorithm is used for in-depth analysis. The research results show that consumers’ perceived risk of WCLS is induced by financial, privacy disclosure, fraud, operation, credit and other risks. The risk of personal information disclosure affects the decision to use WCLS, the degree of trust affects the user’s judgment of whether there is operational risk, and the reputation comes from the user’s evaluation.

Suggested Citation

  • Kuotai Tang & Hengfu Li, 2024. "Research on Perceived Risk of WeChat Lending Service Based on CHAID," Advances in Economics, Business and Management Research, in: Kun Zhang & Hang Luo & Tang Yao & Hongbo Li (ed.), Proceedings of the 4th International Conference on Internet Finance and Digital Economy (ICIFDE 2024), pages 143-152, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-534-8_14
    DOI: 10.2991/978-94-6463-534-8_14
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