An Investigation Report Of Factors Affecting College Students’ P2P Lending Investment Behavior

The rapid development of Internet finance brings the high liquidity,high rate of pieces of financial products into the long tailed and low net worth investors,like students,which effectively breaks the financial plight of them and changes their lives.Currently,P2 P lending industry is in a stage of transition from "barbaric development" to "standardization" and the relevant regulations is in the landing stage.So in this process,how to guide the investors invest P2 P lending rationally becomes an important task of financial industry and academia.This research objects to college students and focuses on the factors affecting their participation in P2 P lending investment.Firstly,this report untangles the present situation of P2 P lending industry and the status quo of behavioral finance theory in detail.Secondly,by combining characteristics of Internet finance and college student,we defines the main factors of students’ P2 P network lending investment behavior,and put forward the hypothesis and model.Thirdly,we began to design and implement the research project.We had personal interviews and gave out the questionnaires to students,then we used descriptive statistics and SEM to analyze the statistics,which helps to test the hypothesis and get some conclusions like path coefficient of college students’ P2 P lending investment behavior.First,perceived value,performance expectancy and effort expectancy could influence college students’ P2 P lending investment intentions positively and significantly.Second,performance expectancy and investment intention could influence college students’ P2 P lending investment behavior positively and significantly.Third,perceived risk could influence college students’ P2 P lending investment behavior negatively and significantly.Fourth,social influence could influence college students’ P2 P lending investment intentions positively.So we combined these conclusions and the characteristics of P2 P lending and college students to find out the deep reason why the participation of college students’ P2 P lending investment is very low and their investment behavior conservative.Finally,we put forward some countermeasures and suggestions from four aspects which supposed to improve the students’ financial literacy and help them invest P2 P lending reasonable.