Research On Factors Influencing Users' Intention To Use Peer To Peer Network Lending Platform

More and more traditional industries carry out network services because of the rapid popularization of Internet and the rapid development of technology.Many people have been concerned about Internet plus operation mode.Internet finance came into being and flourished in such a context.Many Internet business platform and Internet financial services companies have sprung up.P2P network lending platform with simple operation,easy to use and many other advantages to break the traditional lending model,has been loved by much micro-business and the vast number of consumers of all ages.P2P network lending platform has been focused by different areas of scholars.China's P2P network loan industry compared to Europe and the United States started late,but develop rapidly and the market prospect is very broad.However,China's P2P network loan uindustry also breed a lot of problems in the development of the time.Business path,platform failure and other issues not only damage the consumer use of P2P network loan platform confidence,but also hindered the healthy and orderly development of China's network loan industry.Although,but good platform is still concerned by the consumer,the competitiveness of the platform will only increase and not be reduced.Therefore,to understand the needs of users,the formation of competitive advantage on the platform for sustainable development is particularly important.This paper has finds out something by reviewing the information about the research on P2P Network Borrowing Platform at Home and Abroad.At present,foreign research is an empirical study of borrowers and lenders.While the domestic are based on the platform of theoretical research.This paper will be based on the technology acceptance model,combined with the theory of innovation diffusion,trust theory,fully consider the influence of the characteristics of P2P platform on the usage intention,such as platform strength,platform reputation,security services.Through the questionnaire,the paper analyzes how many factors that affect the user using P2P network lending platform?What are the reasons why consumers choose or do not choose to use P2P network lending platform?What is the P2P network lending platform development and operation need to focus on?Analyzing the difference of different user experience from gender,age,education and other dimensions.Deep understanding P2P lending platform in the eyes of different users.To help P2P network lending platform to improve existing problems and attract more consumers.Finally,this article puts forward the proposal for the conclusion of the study:the development of China's network lending platform P2P needs to enhance brand credibility,strengthen propaganda;subdivid user market,enhance core competitiveness;standardize operation mode,avoid risks;strengthen government supervision,improve laws and regulations.This paper hope these suggestions can promote the long-term development of China's P2P net loan industry.