A Study On P2P Lending Users’ Behavior Influencing Factors Based On Inclusive Finance Service Target

At the background of the actively promoting the construction of inclusive finance,various creative finance service has sprang out like mushrooms. P2P lending is a new finance model accompanied with the development of Internet information technology and private lending. It aims to satisfy the needs of private person and companies, providing petty loan and relevant service. By the virtue of Internet information releasing and low access of users, it can satisfy traditional financing channels’ shortage demands, means a lot to the small business in financing and poverty alleviation. China will develop Internet finance and build inclusive finance system, these works will be brought into government works, this measure is hope to take use of the creative methods of internet finance to cover the shortfall in unbalanced economic development. Actually, the government financial investment in balancing the economic development between central and west areas, and also poverty alleviation are very huge, but the effects are limited. If we can borrow the power from the Internet, use the low-cost to service more people,building a self-sustainable service mechanism, it will bring great significance to the development of inclusive finance system.This paper means to take the inclusive finance service object as the main subject, via their behavior of using or intent to use p2p lending to gain financial service and the influence factors of the group behavior. Firstly, we give a description of the concepts、 origins and current situation of inclusive finance and p2p lending. Clearly points out the research object is the p2p loading service users. Then use document analysis method with TAM, combining theory of consumer behavior and motivation theories, we put forward hypothesis model of this paper. Via questionnaire survey, we mainly take those who earns less than RMB3000, use spss21.0 to analyze the collected data. The results show that target group are affected by the subjective identification、social influence、perceived benefit and perceived trust. Convenient conditions and easy of use are not make a difference. In the end, we give a conclusion of this paper. The purpose of this paper is to analyze the specific issues of inclusive finance system construction promoted by internet finance development via the analysis of P2P loading users’ behavior influencing factors, give valuable suggestions to better inclusive finance system.