The Influence Factors Of The Lender Decision-making Behavior In The P2P Lending

The year of 2013 is hailed as the first year of internet financial. And booming has ushered in the internet finance in 2014 and 2015. The number of P2 P online lending platform, the number of investors and trading volume have increased exponentially. The development stages of network lending at home and abroad are different. Domestic p2 p lending platform is more traditional means of credit than foreign. The media reported a lot of P2 P platform in breach of relevant laws and regulations, and to deceive the user.P2P lending of the lender’s decision-making behavior is a series of comprehensive factors, such as the user’s value, revenue and expenditure, and cognitive behavior of products and services. From the lender’s perspective, this paper integrates the trust theory and the theory of planned behavior, to analyze the key factors influencing the lender. 240 valid questionnaires were collected through questionnaire survey; this paper adopts empirical method of structural equation model to verify the effect of the lender’s decision factors.(1) Lending attitude of trust and platforms are the two most important factors that influence behavioral intention lender. Their impact is 0.560 and 0.375 respectively. Therefore, P2 P internet as an information agency, providing information services, the role is extremely important. The reason for this conclusion is that the P2 P industry at a lower market concentration of early development stage, the need for lenders platform choices and judgments.(2) Subjective norm and behavioral intention significantly negatively correlated with the degree of influence reached-0.132. The reasons as follows: P2 P online lending is a new thing, few people understand and accept it. Several well-known P2 P platform is essentially a way for illegal fund-raising, through the role of news and opinion from the media, quickly attracted attention and social arguments influence public awareness.(3) Borrower trust through perceived behavioral control works on behavioral intention and perceived behavioral control to a lesser extent on behavioral intention of only 0.099.The importance of trust is much lower than the borrower platform of trust, because:a) P2 P platform provides automatic selection standard feature, through investment diversification, reducing the risk of the individual borrower.b) Risk Platform "reveal" when overdue borrowers default, lenders interest demands the principal and interest of loans transferred to the network platform.In addition, this paper also found that there is significant positive effect on the attitude of the lending trust propensity, platform trust positively influence the borrower trust. Finally, according to the research results, put forward corresponding solutions, such as strengthening management, brand building platform, word-of-mouth, user management and improve risk control measures.