An Empirical Study On Factors Affecting Investment Willingness In P2P Online Platforms

With the rapid development of Internet technology,Internet finance represented by YUEBAO is on the rise,and P2 P online lending(Online Peer-to-Peer lending)is particularly eye-catching.In 2007,China's first online P2 P lending platform named PPDF was established in Shanghai.After years of barbaric growth,several head platforms have been listed in the US,but at the same time,the industry's survival of the fittest is accelerating,and the industry has developed rapidly in the early stage.However,the problem of overdue rate is high and even the platform itself is involved in default disputes.Thus,the confidence of the lender is seriously affected.Based on this,it is necessary to study the influencing factors affecting the lender's willingness to lend.This paper hopes to propose strategies for optimization and improvement by analyzing the impact of lending by lenders.Based on the information asymmetry and rational behavior theory,this paper explores and empirically analyzes which factors will affect the lender's willingness to lend.And we select three dimensions of perceived income,perceived risk and perceived trust,combined with external industry and regulatory environment,to build a model that influences the lender's willingness to lend.We conduct empirical analysis through the real transaction data of the PPDF's platform.The research results show:(1)The lender's willingness to lend is better if the borrower's income is higher;(2)The lender's willingness to lend is better if the borrower's credit rating assessed by the platform is higher;(3)The lender's willingness to lend is better if the borrower has Bank_dummy certification.(4)Lenders have a relatively stronger willingness to lend to male borrowers,but not very significant;(5)Under the industry risk,the lender's willingness to lend is significantly reduced,but the Matthew effect of the head platform is obvious.