Research On The Influencing Factors Of Loan Users' Use Willing On Internet Loan Platform

With the continuous development of the Internet and economy in China,the changes in personal finance and financing have been promoted,and a new mode of financing has been spawned.According to statistics,Online lending platforms have grown from 800($105.8 billion)in 2013 to 7257(3.9 trillion yuan)in 2017.This has created a hot industry and a huge market.Premier Li Keqiang's speech encouraging the development of Internet finance has also brought good policies to the industry.It can be predicted that online lending will usher a new round of development and will promote inclusive Finance's progress in China.The current research about Internet finance and online lending platforms is mainly focused on risk control.assessing the risk of small and micro enterprises and individuals who need financing from many angles.Some scholars have also made more analysis on the operation mode and marketing methods of specific platforms.These studies have provided us very good methods and perspectives in understanding online lending platforms.However,these studies look at platforms and financier from the perspective of investors or third parties.The research on the factors that affect the willingness of the financiers to accept the network leading platform is obviously insufficient.This paper studies the influence factors on the willingness of the loan users to accept the platform from the perspective of the financiers so that enhance the platform's service level and competitiveness.Based on the Theory of Reasoned Action,Technology Acceptance Model,This paper selects potential financiers who have been connected with the lending platform as the research object,and analyze the relationship between the variables such as performance expectation,effort expectation,social impact,perceived risk,promotion factors,willingness to use,and behavior.Constructing the acceptance Model of online Lending platform of lending parties.and collect the data and analyze the data information Through the financing and platform stakeholders interviews and questionnaires finally use the analysis software(SPSS)to describe and analyze the data,include reliability analysis,validity analysis,correlation analysis,regression analysis,intermediary the utility analysis,then find factor that influence the financing person to the network loan platform acceptance.According to the results of verification,it is found that performance expectation,effort expectation,positive influence on the willingness of the financier to use thenetwork loan platform,and the willingness of the financier to use the network loan platform positively affect their use behavior.Risk perception negatively affects the financier's willingness to use the platform;social impact has no significant impact on the willingness of the financier to use the platform;performance expectations play a part of the intermediary role between effort expectation and willingness to use.Finally,in view of these conclusions,combined with the research of this paper and the development of the industry,this paper puts forward some specific opinions and suggestions on the network lending platform from the point of view of the financiers.