The stimulation-organism Response (

The stimulation-organism Response (s-o-r) model was first proposed by Woodworth in 1929. At first, it attempted to explain and analyze the impact of the environment on human behavior. Later, foreign scholars used this model to investigate the impact of the network environment on consumer Response. The core idea of s-o-r model is the approach or avoidance behavior that environmental stimulus variables affect individuals' internality, as shown in figure 2-2:Stimulus variable (S) is an external stimulus variable, which directly influences the internal changes of consumers and their subsequent intention behaviors. In a specific decision situation, the stimulus can be described as "something external to the individual", including environmental factors, marketing mix factors and other external conditions. Here, the lending behavior of investors can be regarded as the decision-making behavior of consumers. That is to say, when an investor browses the online lending platform of paipaidai, a series of information he is exposed to, including the platform itself, basic information of borrowers and investment status of other investors, can be regarded as environmental stimulus in a broad sense.Mechanism variable (O) is the internal process variable of consumer parties, between stimulus variable and behavioral response variable, including emotional and cognitive factors. Russel J a. (1978) proposed three dimensions of emotion: pleasure, arousal and control [51]. Later, many scholars found that the control dimension was not significant in data analysis and should be deleted. Nowadays, studies on emotional variables are basically analyzed from the two dimensions of pleasure and arousal. However, cognitive concept research has many dimensions and involves a wide range of variables, such as perceived value, perceived risk and trust. Biswas (2004) in online shopping environment, perceived risks in function, economy and transaction were higher than those in traditional physical stores. Kim J h. andLennon (2010) found in his study that online consumers choose to buy, and compared with traditional offline physical stores, consumers who browse websites with high information content rely more on the information provided to them by the Internet, and consumers who browse websites with high information content are more satisfied than those who browse websites with low information content [52].Response (R) refers to the behavioral response or result of the change in consumers' mind. When Bagozzi et al. (1986) studied reaction variables, their behaviors were generally divided into two types of approach or avoidance behaviors due to the influence of emotion and environmental evaluation [53]. Approach Response refers to the tendency of consumers to be influenced by the outside world and make their behavior towards the target, which is a positive result. On the contrary, Avoidance Response means that its behavior has a tendency to deviate from the target, which is a negative result.