Research On The Life Cycle And Evolution Mechanism Of P2P Online Lending Public Opinion

The Internet,which has been developing rapidly for 30 years,has profoundly changed China's politics,economy,society and culture.In the field of information spread,because have the open inclusive,real-time interactive,unlimited storage features,the Internet has gradually become the primary space for various social subjects to express their views and attitudes.Thus,online public opinion that can reflect social mood was born.In the economic and financial field,the "Internet Plus" model has spawned the Internet finance including peer to peer online lending.Although P2P online lending has solved the financing problems of small and micro-sized enterprises,it also involves a lot of chaos such as self-financing and self-investment,illegal establishment of cash pooling in the process of high-speed development.If there is a crisis in P2P online lending industry,various social subjects according to their own interests,with the help of the Internet channel,raise appeals,express opinions and vent emotions.Public opinion information will spread and evolve with higher efficiency and faster speed,making the ever-changing online public opinion more complex.The financial risk of P2P lending loan and the social risk of online public opinion are mutually matched and superimposed,causing great social harm.As P2P network crisis event occurs,in the process of evolution,,the corresponding public opinions will be divided into what life cycle stage;What is the mechanism of the evolution of public opinion? That is to say,which participants will play in the evolution,what static forces these participants exert,and how the dynamic games are played among the participants of internet public opinion,etc.Surrounding the research problem,this study takes the public opinion of P2P online lending as the research object,takes the evolution of public opinion mechanism as the core issue,on the basis of the theory of life cycle,combined with the game theory,between the participants of the combination of static force and dynamic evolutionary process,trying to reveal the dynamic mechanism of the evolution of opinion dissemination.Firstly,based on the life cycle theory,this study makes a practical analysis of seven typical cases of P2P online lending industry,establishes a unique life cycle model of P2P online lending public opinion in the transmission evolution,analyzes the causes of the transition between cycles,and summarizes the characteristics of public opinion in each cycle stage.Subsequently,game theory is applied,and the event itself,netizen,mass media and government are defined as the four main participants in the evolution process of P2P online lending public opinion,combined with the typical cases,summed up four participants in playing in the evolution of public opinion.Finally,by combining the life cycle of public opinion with the participants forces,based on the time process of the evolution of public opinion,this paper explored the different life cycle stages,the main participants of public opinion based on different interest orientation,and the coordination with cooperation or non-cooperative game,has affected the P2P network public opinion evolution.