The Analysis Of The Influencing Factors Of Ivestors’ Willingness To Lent Funds On P2P Network Platform

Micro enterprises play an important role in our country. But with the accelerateddevelopment of Chinese economy and society, demand for funds in the market is growing. Asthe approval of bank loans have become increasingly stringent, yet still large enterprises usetheir size advantage to find the funds, many micro enterprises are beginning to face acash-flow problem.In order to ease the pressure on micro enterprises financing, domestic and foreignscholars have done a lot of research, trying to find a good way for micro enterprises to solvethe problem. At present, the development of micro-finance is mainly concentrated in thetraditional mode of banking and financial institutions, in the form of guarantees. In recentyears, the rise of P2P borrowing and lending on internet in the domestic provides a newfinancing way for micro enterprises, and the financing costs are relatively low. Therefore, thisarticle explored the willingness of the investors to invest in the network and its influencedfactors. It has important practical significance to improve the efficiency of the intermediaryplatform and promote the success rate of transactions in the network.This paper studied from the investor’s perspective. We sent out questionnaires on theInternet. Then with investment theory, i used statistical analysis and structural equation modelto do the study and drew the following conclusions:Among the factors we assumed in the paper, investors’ risk tolerance, investors’perception of the risks and benefits and trust for intermediary platform positively correlatewith invest willingness, and the third-party trust not.Based on the above conclusions, we give the following advices:(1) P2P network platform should pay more attention to collect information about theborrowers and lenders and establish the match of who has the similar demand and preferenceto promote the success of transactions.(2) P2P network platform should establish forums for the investors and borrowers toexchange of information and enhance the transparency of information in the transactions (3) P2P network platform must strengthen building its own platform trust by deepeningestablishing system of safety and guarantees.(4) We must strive to enhance the role of third-party trust on the P2P network inimproving borrowers’ financing.(5) Borrowers must make full use of the role of intermediary platforms, maximize itspositive effects.