Research On Influential Factors Of P2P Network Lending Behavior Influence Based On SOR Model

With the popularity of Internet technology and the development of electronic commerce,traditional trading intermediary is gradually losing its core status,and provides an opportunity for the innovation of Internet financial operation mode.P2 P network based on the technology of network credit,a third party network platform,is developing rapidly in our country.Because both lenders and borrowers can use it with a small amount money and unsecured lending.It can not only alleviate the financing difficulties of small and medium-sized enterprises,but also help clients to manage their spare money effectively.However,during the rapid development of the P2 P,the new industry also appears a series of questions: a large number of P2 P network platforms raise funds illegally and run away or manage badly,which thus has brought in the serious security issues.Also both borrowers and lenders bidding successfully are more difficult.To a certain extent,which then hinders the development of P2 P lending and disturbs the lending market environment of P2 P.In order to prompt the steady development of the P2 P industry,the profound study on the net lending behavior is very important and necessary.By reading some articles about P2 P industry at home and abroad,and learning from the process and results of the study on consumer behavior around the network environment.We do some researchers on P2 P network credit behavior based on SOR theory model: First of all,we reference and collect some related literature in the P2 P network credit behavior,and then determine the corresponding variable factors about SOR.And then the model on factors affecting is constructed.Secondly,lending the network questionnaires,getting some questionnaire data,we use SPSS20.0 to do descriptive statistics,letter validity on test samples,and then use AMOS20.0 software to perform confirmatory factor analysis and structural equation model analysis.The results show that repayment ability,repayment willingness of the borrower and strength of the relationship with other investors were significantly associated with the perceived risk of lenders.And the effect between the expert ability of other investors and investor risk perception was not significant.In addition,the study on net credit platform key factors influencing,shows that the hypothesis about net credit platform's ease of use affecting investors wake sentiment failed,but the influence of the rest of the hypothesis are all established.Finally,we discuss the results of the study,and corresponding suggestions based on network platform loan are put forward.