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

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Research on Perceived Risk of WeChat Lending Service Based on CHAID

Authors
Kuotai Tang1, *, Hengfu Li2
1Department of Business Management, Fujian Polytechnic of Information Technology, Fuzhou, 350003, China
2School of Internet Economics and Business, Fujian University of Technology, Fuzhou, 350002, China
*Corresponding author. Email: 3224243499@qq.com
Corresponding Author
Kuotai Tang
Available Online 14 October 2024.
DOI
10.2991/978-94-6463-534-8_14How to use a DOI?
Keywords
WeChat; Perceived Risk Theory; Trust Theory; CHAID
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.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 4th International Conference on Internet Finance and Digital Economy (ICIFDE 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
14 October 2024
ISBN
978-94-6463-534-8
ISSN
2352-5428
DOI
10.2991/978-94-6463-534-8_14How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Kuotai Tang
AU  - Hengfu Li
PY  - 2024
DA  - 2024/10/14
TI  - Research on Perceived Risk of WeChat Lending Service Based on CHAID
BT  - Proceedings of the 4th International Conference on Internet Finance and Digital Economy (ICIFDE 2024)
PB  - Atlantis Press
SP  - 143
EP  - 152
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-534-8_14
DO  - 10.2991/978-94-6463-534-8_14
ID  - Tang2024
ER  -