A Study Of Investor Preference Effect On Investment Intention Of P2P Network Lending Platform

The rapid development of Internet technology and the rapid increase in people's income has brought great innovation potential for Internet banking.The development of Internet banking has been paid more and more attention by the society.As the important form of the Internet banking,the P2P network lending has gained rapid development.Previous scholars mainly studied the P2P network lending platform and financing parties,this study attempts to draw on the existing research results from the domestic and foreign P2P network lending and investor preferences,from the perspective of investor's internal tendency to explore the impact of investment preferences on the P2P network lending platform.First of all,based on the research status of the domestic and foreign P2P network lending and investor preference,this study constructs the research model of the impact of investor preference on P2P network lending platform.Secondly,through the way of questionnaire and data collection won the sample data for clustering of P2P network lending platform,and the model for empirical analysis.Again,this study mainly uses the SPSS 20 to analyze the data of the sample data and the reliability and validity of the questionnaire and cluster analysis,and use the AMOS 20 to test the model.Empirical results show that:(1)from the perspective of liquidity,profitability and security,we can divide the P2P network lending platform into three categories;(2)the financial risk aversion preference,income preference,liquidity preference,imitation preference significantly affect attitude preference.Attitude preference significantly influences the investment intention;and the effect of the investors' attitude preference on the investors' attribute preference to the investment intention is significant;(3)the adjustment effect of the platform category is not significant.Finally,according to the conclusions of empirical research,this paper puts forward the management suggestion for the P2P network lending platform manager to attract investors to invest.