An Analysis Of The Risk Perception Of Potential Users From The Angle Of P2P Lending Platforms Targeted At College Students

The exponential growth of the alternative finance industry is accompanied by the revealing of problematic platforms, resulting in the disorder in the industry, panic in the market and pressure on the part of supervision authorities. Acting as a distinguished component of peer-to-peer lending industry, P2P lending platforms targeted at college students defines the market based on educational background, a previous lesson learned in China where a complete credit system is yet in place. Starting at a small scale and enjoying steady growth, this market is also suffering from restrictions, as college students are susceptible to lack of knowledge, experience and influence from negative reports. The subsequent perception of risks leads negatively to their option towards the industry. The aim of this report is to provide practical suggestions based on the study on risk perceptions of potential users. By surveying and studying 112 potential users of P2P lending platforms targets at college students, this paper probes into the essence of risk perception, analyzes nuanced differences in risk facets both quantitatively and qualitatively, then attempts to put forward relevant strategics for platforms alike.It is found that the sample holds a significant level of perception of risks and thus negatively affecting their user intention towards the industry. Based on the basic calculation and discussion on SmartPLS results, the basic argument lies in the weights given to the nuanced particularity of various risk dimensions and including familiarity and user intention into the whole analysis picture. Strategic adjustment based on a deep study on the risk perception of potential users is believed to be a reliable way to release the vigor of the market.