The Empirical Research Of The Use Of P2P Investment Products Willingness

Network lending as a product of the Internet financial times has become a frontier subject of academic research in recent years. P2P network lending started late in China, in recent years, on the P2P market there appears the phenomenon such as enterprise boss escape with money, withdrawal becomes difficult and platform go out of business constantly. But the financial market of China is gradually moving towards internationalization, and there has significant demand and sufficient supplies in the market of the Internet financial, also the market has good development prospects. People’s willingness to use P2P investment could reflect people’s acceptance of P2P network lending, so the paper hope that it could promote the healthy development of the Internet financial.On the basis of a large number of previous studies on the literature of scholars, this paper combines the essential characteristics of P2P, and based on the technology acceptance model. Besides, it builds the theory model of the use of P2P investment intention from the perspective of trust and personality. In the model, the theory of perceived risk, trust theory and independence theory are introduced. And the model is used to analyze the various variables that affect people’s use of P2P investment products from the lender’s point of view. After the model is established, the paper proposes hypothesis and designs a reasonable questionnaire. The paper uses SmartPLS 2.0 software to analysis reliability and analysis validity, then tests the hypothesis before. Finally according to the results of the empirical analysis, it is concluded that sequence of the six major characteristics that significantly influence the will of the people using P2P investment products:investment threshold、the level of information disclosure of the borrower、investment income、the strength of the P2P platform、 investment horizon. But O2O mode does not have a significant impact on the use of the will. And independence through perceived ease of use and perceived usefulness indirect positive affects people’ willingness to use.Finally, on the basis of the analysis of research conclusion, the paper puts forward some suggestions and research directions of future point at the development of P2P network lending and investment user population.