THE ROLE OF PHOTOGRAPHS IN ONLINE PEER-TO-PEER LENDING BEHAVIOR

被引：27
|
作者：
Yang, Xiaolan [1 ]
机构：
[1] Zhejiang Univ, Coll Econ, Hangzhou 310027, Zhejiang, Peoples R China
来源：
SOCIAL BEHAVIOR AND PERSONALITY | 2014年 / 42卷 / 03期
关键词：
photograph; trust; happiness; lending behavior; peer-to-peer platform; TRUST; FACE;
D O I：
10.2224/sbp.2014.42.3.445
中图分类号：
B84 [心理学];
学科分类号：
04 ; 0402 ;
摘要：
My purpose in this study was to evaluate the role of photographs in online peer-to-peer lending behavior. I recruited 92 college students to rate trustworthiness or emotion by viewing the photographs of borrowers on a peer-to-peer lending platform. Following this, I showed 209 college students an advertisement with a photograph and asked how much money they would be willing to lend the person in the photograph. The lending amount was higher for advertisements with a photograph rated trustworthy than for a photograph rated untrustworthy, and higher for advertisements with a photograph rated happy than for a photograph rated sad. These results indicate that judgments of both trustworthiness and happiness as perceived in photographs play an important role in lending behaviors.
引用
收藏
页码：445 / 452
页数：8
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