The Empirical Research Of The Factors Influencing The Investment Intention Of Online Peer-to-peer Lending Based On UTAUT

Online Peer-to-Peer lending is a new type of financial mode that appeared in the context of the rapid development of Internet technology and the unprecedented demand for inclusive finance.P2P is the strong supplement of traditional financial markets.Although the phenomenon of infringing investors' rights and interests happens occasionally,P2P has shown a remarkable growth since 2012.With the government supervision pushing forward steadily,the P2P industry is promising.People's investment intention of P2P reflects the market acceptance of P2P.By studying the factors influencing the investment intention of P2P,this dissertation provides suggestions for the P2P companies to promote the healthy development of P2P industry.The dissertation is based on the UTAUT combined with the characteristics of P2P to build up the model and raise hypotheses about the factors influencing the investment intention of P2P from the perspective of performance expectancy,effort expectancy,social influence,perceived risk,facilitating conditions and initial trust.Then use SmartPLS software to analyze the reliability and validity of the data which were collected through online questionnaire survey,and verify the hypotheses above by the significance test.The empirical results show that effort expectancy,social influence and perceived risk significantly influence the people' initial trust in P2P,and performance expectancy,perceived risk and initial trust significantly affected people's investment intention of P2P.At the same time,the education degree,income level and investment experience of investors affect the significant degree of investment intention.In the end,on the basis of the research conclusions,the dissertation puts forward proposals to improve the investment intention of P2P from the aspect of investors.