Lin, Chieh-Peng; Huang, Hao-Yu - In: International Journal of Bank Marketing 39 (2021) 7, pp. 1134-1149
Purpose: This work proposes a research model that explains investment intention in online peer-to-peer (P2P) lending based on the persuasion theory of elaboration likelihood model (ELM). In the proposed model, investment intention indirectly relates to source credibility and argument quality...