A Research On Influencing Factors Of Online Peer-to-peer Lending Willingness To Lend

The online peer-to-peer lending marketplace has experienced rapid growth since its inception in 2005.It has played a significant role in helping small and micro-enterprises resolve financing problems.However,this marketplace is still in its infant stage.To better understand the lending activities associated with peer-to-peer lending,the study need theoretically grounded empirical research.Motivated by the unique features of online P2 P lending and the central role that risk and trust play in the transaction process,the study explores the factors driving people to lend online from the perspectives of risk and trust perception.The research object of this paper is individual lenders of PPDai.A theoretical model analyzing the major driving factors of willingness to lend,which are trust and perceived risk,is built on the basis of previous studies and latest research findings about willingness to lend.Model analysis method based on PLS structural equation is adopted in view of latent variables have reflective construct.An empirical study is conducted in PPDai in order to testify the willingness to lend model.Individual lenders of PPDai are chosen as the respondents and questionnaire survey is adopted to collect data,which is then analyzed by SPSS 19.0 and SmartPLS2.0.In this study,the study investigates the perceptual drivers of online lending from the perspective of lenders.The results reveal that trust was the most critical determinant of willingness to lend.Perceived information quality and safety control were important in mitigating perceived risk and enhancing trust,and perceived social capital and privacy considerations impacted trust in borrowers.Furthermore,perceived risk did not significantly influence lending willingness,but had a negative impact on trust.These findings indicate that transaction behaviors in the peer-to-peer market may not be the same as that in the purchase-oriented e-commerce settings.The study concludes by discussing the study's and managements' implications for research and further research and practice along with its limitations...