Research On Influencing Factors Of Willingness To Participate In The P2P Network Lending

P2P network lending originated in P2P microfinance,It is an activity process that gather up the small amount of funds will be free and lending to people who have the capital needs.Achieve the traditional P2P microfinance process with the help of the Internet,It’s a business model of turn the lending process of the "line approach" to the "online implementation".Its essence is a financial model of debit and credit sides through the third party platform to realize small lending transactions under the premise of charge a certain fee.In recent years, P2P network lending has developed rapidly in China,platforms increase in a large number.But it’s development also faces a series of problems by the impact of various factors in the country,Many platforms have been closed down for various reasons.Investors’s investment will become increasingly weak in the case of high risk. Therefore, it is necessary to study the factors that influence the willingness of investors to participate in the P2P network. Put forward relevant development proposals to promote the development of the industry.This paper take the existing investors and potential investors as the research object, take the influence factors of willingness to participate in the research as objectives,summarized the relevant literature under the premise of a large number of reading literature.Starting from the theory of consumer behavior, combined with the characteristics and nature of P2P network lending, and based on the TAM technology acceptance model to constructed an initial model of influencing factors of P2P net lending investors’ willingness to participate in the study for this study. Put forward the hypothesis that perceived ease of use, perceived usefulness, social and environmental impact, perceived benefits, perceived risk, perceived cost of these 6 factors affect the willingness of investors to participate. Developed a questionaireof data collected for research according to the research hypothesis and the category of the variable, And the questionnaires were distributed, collected and sorted out. Using the Likert-type Scale for data entry, Analyze the data using SPSS 20.0, Draw some conclusions through the reliability analysis, validity analysis, factor analysis, correlation analysis, regression analysis:In P2P network lending investors willingness of participation factors, perceived usefulness, social environment, perceived benefits has a positive effect on P2P network lending investment willingness to participate in, Perceived risk has a significant negative impact on the willingness of P2P net lending investment; perceived ease of use, perceived cost to P2P lending investment will not significantly affect, On this basis, the paper proposes a modified model of P2P networdk lending investment willingness. The paper also analyzes the possible reasons for the indicators which are not verified.According to the research contents and empirical conclusions, Put forward relevant proposals in favor of the development of P2P network lending from the platform, investors, government and regulatory authorities,and has do a summary of the relevant research and prospects at the end of the study.