A Research On Influence Factors Of Investors' Initial Trust Of P2P Online Loan Platform

Online Peer to Peer Lending platform is a new type of private lending model developed in recent years.It is characterized by the combination of the Internet and small loans to meet the needs of people who cannot obtain loans from regular financial institutions and filles some of the gaps in C hina's private lending.At present,Online Peer to Peer Lending platform is developing rapidly,and the scale of the industry is expanding,but because of the virtual nature of P2 P network lending trading environment,trust is bound to become the cornerstone of network lending transactions,And the breach of trust may be fatal to the development of the network loan platform.Because the investor is the public,and the initial relationship in the network loan process is more,Therefore,it is of great practical significance to study the initial trust of network loan platform.From a theoretical point of view,Taking the P2 P network loan platform as the research object,This paper studies the influence factors of investors' initial trust to the Online Peer to Peer Lending platform.This article consists of seven chapters: Chap.1 describes the research background of the thesis,Purpose and meaning,Ideas and innovations.C hap.2 summarizes domestic and foreign research literatures on trust theory and P2 P lending.C hap.3 analyzes the factors that affect investors' initial trust in P2 P network loan platform,puts forward the research hypotheses of this paper,and builds the research model of investor's initial trust in P2 P network loan platform on the basis o f the analysis of the factors that affect investors' initial trust in P2 P network loan platform.C hap.4 designs the questionnaire and conducts pre-survey.Chap.5 analyzes the data collected by the formal investigation and draws conclusions.C hap.6 puts forward corresponding suggestions based on the conclusions of the research.C hap.7 explains the research limitations and prospects of this study.This paper mainly achieved the following research results:(1)The paper puts forward five factors that affect investors' initial trust in P2 P network loan platform.That is,the investors' personal trust tendency factor,the net loan industry environment trust factor,the platform enterprise factor,the platform website factor and the system factor.(2)Through the analysis,the following conclusions are drawn:The environment trust factors,institutional factors,platform factors,and perceived usefulness of platform website factors in the online loan industry all have a positive impact on the initial trust of the online loan platform.The impact of personal trust trends,website design and website-related links on platform website factors has no significant effect on the initial trust of the platform.(3)According to the research conclusions of this paper,this article give specific recommendations from P2 P network loan industry,online loan platform and regulators to improve the financing success rate of Online Peer to Peer Lending platform projects and promoting the development of the entire online loan industry.