Analysis Of The Internet Financial Environment P2P Loan Lenders Lending Behavior

P2P network lending platform to promote the transformation of the mode of financing ofsmall and medium enterprises, but the P2P network lending platform also has thedevelopment bottlenecks of transaction success rate, the credit has become the key factoraffecting the lender will. In this paper, empirical research to YY loan platform for verification,and the trust mechanism to the lender will behavior, try to construct the network credittransactions in the credit system, enhance network lending platform in China P2P turnoverrate, so as to open up new paths of SMEs financing.Based on the electronic commerce transactions in the perceived benefit, perceived riskand online trust in three dimensions, construct the model of P2P network lending loan lenderswill influence factor. Using a logistic regression model that the study results, and thecorresponding countermeasures are as follows:(1) loan interest rates have a significantpositive impact on lenders to lend the intention, influence coefficient is1.053, the lenderperceived benefit (loan interest rate) is higher, lenders lending will more intense.(2)coefficient loan amount and loan period were0.001and0.923, the amount of borrowing andloan period have a significant positive impact on lenders to lend the intention, and thesuccessful rate is positive correlation. But the loan amount for lenders to lend will is weak.Overall perceived risk (see through loan amount and loan period) is low, lenders lend strongerwill.(3) the age has a positive impact on lenders to lend the intention, the older, the influencecoefficient coefficient is big, the possibility of winning the bid is greater; borrowers if male,the possibility of winning the bid is greater, a0.677%increase in the probability. Thus, theP2P network lending, lenders like to borrow for men and older people. So lenders propensityto trust has a significant impact on the willingness to lend.(4) is not the standard (=1,=0)influence coefficient is6.031, whether to guarantee (=1, not=0) influence coefficient is46.439, if safety standards (=1,=0) influence coefficient is13.728, the representation is notthe standard, secured, Ann post, possibility of winning the bid is greater, therefore,intermediary trust is very for lenders to lend will influence, especially the guaranteedmaximum impact on lenders to lend the intention, the intermediary trust can enhance thelenders lend intention.(5) the influence coefficient authentication score is1.364, saidcertification scores higher, more possibility of success, the success rate will rise1.364%probability of bidding. Influence coefficient borrowed credit score is1.162, said borrowing credit score was higher, the possibility of successful bids of more big, will rise1.162%probability of success rate of bid. Thus the third party trust more, lenders lend stronger will.(6) perceived risk (loan interest rate) and perceived benefits (loan amount and loan period) isone of the factors affecting lending, but limited, the trust is the key factor that influences thelenders lending will trust, particularly intermediary variables and third party trust variable hasthe most significant effect, should strengthen the construction and development ofintermediary trust and trust, in order to improve the success rate of P2P network credit.The credit problem, the author from the two aspects of P2P network lending platformand government regulation, put forward the construction of credit mechanism in P2P networklending advice. The credit mechanism in P2P network lending platform suggestion is toestablish "P2P online loan credit system", strengthen the credit risk management; making thepricing mechanism of the interest rate, curb loansharking; the real name authenticationmechanism, protection of personal information authenticity; to perfect the capitalmanagement mechanism, avoid embezzlement and other malignant behavior; strictexamination and approval system, implementation the system of credit management processes;specification repayment collection mechanism, improve the collection efficiency. Accordingto the P2P online lending government regulation proposals include establishing a perfectsocial credit system; to promote the business license is issued, P2P online lending industrysunshine; improve relevant laws and regulations, construction of legislation; the P2P networklending industry into the national regulatory system; promote the credit system for dockingwith P2P online platform of loan borrowers borrowing record.