The Research On Investors’ Preference Of P2P Network Lending

As a new form of financial development of the Internet P2P network lending,with its open,transparent,efficient features,providing a new way of financing for small and medium-sized enterprises,but also providing a new financing channel for ordinary people.But the P2P network lending platform and uneven in quality management is not perfect,resulting in P2P net loan platform some borrowing targets appear some borrowing targets seckill,within the specified time to raise not success,appear flow image.Therefore,it is of great theoretical and practical significance to study the investment preference behavior of the network lending investors to the long-term development of the network lending.In this paper,we use the factor analysis and structural equation model to analyze the behavior preference of the investors in the network,and provide the reasonable analysis results and suggestions for the investors.First of all,the theory,asymmetric information theory and behavioral finance theory of network lending investor behavior preference analysis lay the foundation through social exchange,on the basis of the hypothesis and research model;secondly,questionnaire design and data analysis,descriptive statistics,selection of design index involves questionnaire and put the object,and the network lending investors behavior preference of the descriptive statistical analysis through questionnaires;thirdly,empirical research on the network lending investors preference.Through the analysis of the reliability and validity of the questionnaire data,and using the structural equation model,the path analysis of each variable is carried out.Finally,this paper puts forward some suggestions on the development of P2P network lending from two aspects of platform and individual investors.The main conclusions of this study:First,their ability to invest and investment will positively;second,showed a negative correlation,perceived risk and investors’willingness to invest;Third,security preferences and willingness to invest is positively related;Forth,platform preferences and willingness to invest is positively related.There are a lot of researches on the model of network lending and risks,but the design of the questionnaire from the perspective of investors is less.In addition,by comparing with the net loan eye in the sky and on the platform of cooperation,urging investors to participate in the survey,to ensure that the data source has a certain authenticity,the conclusion is credible.So the research method of this paper has certain innovation,this research to guide investors have certain guiding significance in the P2P network lending rational investment,for the P2P network lending platform how to product and service innovation has a certain reference value,at the same time,but also provide a reference basis for the formulation of relevant regulatory policies in the future.