Results of axial coding
| Number | Axial coding | Influence category |
|---|---|---|
| 1 | Economic value | Sense of economic return |
| 2 | Attribute value | Risk perception; perception of product reputation; perception of product returns |
| 3 | Social value | Investment identity; perception interactive sharing |
| 4 | Experiential value | Pleasant investment experience; sense of cognitive innovation |
| 5 | Platform functional value | Quality of platform service; convenience of platform service; reliability of trading on the platform |
| Number | Axial coding | Influence category |
|---|---|---|
| 1 | Economic value | Sense of economic return |
| 2 | Attribute value | Risk perception; perception of product reputation; perception of product returns |
| 3 | Social value | Investment identity; perception interactive sharing |
| 4 | Experiential value | Pleasant investment experience; sense of cognitive innovation |
| 5 | Platform functional value | Quality of platform service; convenience of platform service; reliability of trading on the platform |
Source(s): Table by the authors