In recent years, P2P (peer-to-peer) lending as the most popular innovative business model of Internet finance, has received wide attentions from government, industry, and researchers. Prior academic attention has been devoted to the investigation of factors that may affect lenders’ bidding strategies. In this study, based on the construal level theory, we examine the effect of webpage color (warm vs. cool) on lenders’ preference between acceptable benefit and risk when they decide to make a bid. A series of laboratory experiments are designed to test our proposed hypotheses.
Luo, Qin-Fang and Cai, Shun, "THE EFFECTS OF WEBPAGE COLOR ON LENDERS’ DECISIONS IN ONLINE P2P LENDING: A CONSTRUAL LEVEL THEORY PERSPECTIV" (2016). PACIS 2016 Proceedings. 231.