| The financial industry can't survive without the real economy, the real economy also need the support of financial industry. Thanks to the rapid development of information technology, Internet gradually walk down from the scientific research institutions to the public, and also touched all aspects of our lives. A platform based on internet, on which people can lend money from one person to another person ----online P2P lending platform arise. This kind of platform, can provide the money to people who need, and also can let people lend money to others, has developed rapidly all over the world.P2P lending first appeared in the UK, then later, online P2P lending platform showed up around the world. In China, the first online P2P lending platform set up in 2007. During less than 10 years, the number of the online P2P lending platform has been amazing. Behind the rapid development, there are also many problems, only since 2016, there were 225 online P2P lending platform got in trouble.On July 18,2015, China People's Bank, etc.10 ministries issued a profile----< Guidance on promoting the development of the Internet financial>. In the file, regulators mentioned that the online P2P lending platform shouldn't offer credit guarantee for their own project, and should only be the intermediary platform.Under this background, an online P2P lending platform that focus on the lending between acquaintances went into the public eyesight. This platform only work as intermediary platform, which comply with regulatory guidance direction.This paper combined with the characteristics of online P2P lending platform in China, choose online acquaintance P2P lending platform as the object of empirical study. Author mainly refer to the Renqing and Guanxi theory, the theory of trust and perceived value theory in the field of business and marketing in the field of literature, to the maximum to seek the theory basis of the establishment of a reliable model. Finally, in the theoretical model, six variables is introduced, and set up eight assumptions based on the related literature. AcquaintancesThis paper use the questionnaire survey to collect data, during the design phase of the questionnaire, author small-scale questionnaires issued first and modified each item of questionnaire, to make sure the quality of the questionnaire. After recycling of 265 valid questionnaires, do basic statistic analysis of questionnaire, and analysis for reliability and validity of the questionnaire. Then use AMOS to built structural equation model to test hypothesis. The final results for the eight hypothesis has five very significantly, one relatively significant.After analyzing the results, the following conclusion can be down:(1) Renqing and Guanxi between users play a very important role, when the invest object on the online P2P lending platform are all acquaintances.(2) There will be some opportunity cost for the user if the user select acquaintances as invest object on online P2P lending platform.(3) What users can get on acquaintances P2P lending platforms are not only the economic benefits, but also the benefits of Renqing and Guanxi.(4) Acquaintances P2P lending platform should be reasonable compliance for their marketing to make users to have a sense of security.(5) Trust is everywhere, the trading volumes will only rise after acquaintance P2P lending platform win the trust of the user. |
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