The Analysis Of The Influencing Factors Of Ivestors'willingness To Lent Funds On P2P Network Platform

As the improvement of consumption and income,it's common for person to consume in advance.The traditional bank has already can't satisfy people's demand,consumer demand and the development of microfinance brought opportunities to P2P,peer-to-peer(P2P)network can effectively solve the financing problems of individuals and small enterprise,fill the gap between personal and SME financing needs.It can make up for the defects that the formal financial institutions can't fully cover.However,due to the imperfect credit system in China,along with the network of efficient advantage at the same time,also caused the greater information asymmetry problem between lending and borrowing.Adverse selection and moral hazard problems greatly affect the investor's confidence in the P2P lending,which leads to the decline of the investor's participate enthusiasm.Therefore,trust in the P2P lending plays an important role in improving the investors' willingness to lend and participation.Based on the information asymmetry theory,trust theory and the theory of ELM model and the real deal data analysis,this paper explores the influencing factors of the P2P platform investors lending will.The results show that the borrower's ability to repay debt,credit score and intermediary trust can affect the success rate of borrowing.Under the condition of the borrower's successful funds,this paper further studies,through the information processing of the central path and the marginal path,which information affect the investors' trust,so as to make the investors to participate in more positive.Results show that the participation of borrowers is affected by credit score,borrowing targets information,and intermediary trust,but investors are not sensitive with financial information.Finally,based on the above conclusions,this paper puts forward some suggestions to promote the development of network lending platform and improve the willing of investor from three aspects of borrower,network lending platform and the government authority.