| The emergence of Internet finance has gradually led to the development of P2P network lending platforms.In the process of its development,the P2P network lending platform not only solves the problem of shortage of funds for micro enterprises and individuals,but also provides a higher-yield financial management channel for those who have idle funds.However,in the course of its development,the problem of low lending participation of lenders has hindered the development of online lending platforms toward a more healthy direction.Therefore,studying the willingness of lenders,and finding out the factors that can promote lending behavior and the factors that hinder lending behavior are important for the long-term development of platforms and borrowers and even the online lending industry.Based on the previous research,this paper uses the structural equation model and combines with 1630 data from Renren loan website to establish the influencing factor model of participation of lender from the two aspects of perceived risk and perceived benefit.Then,based on the literature and self-thinking,the hypothesis have been constructed.Under the spss 19.0 and amos 21.0,the reliability analysis,validity analysis and path analysis of the structural equation model are completed.Finally,the conclusion is that among the two categories of perceived risk and perceived benefit,there are three types of sub-factors that have a significant impact on the lender's participation,and the direction of influence is consistent with the hypothesis.The three types of sub-factors are overdue status,certification status and Income status.Finally,this paper analyzes how each of the influencing factors affects the lender's participation.Then according to the above-mentioned influencing factors and based on the author's understanding and thinking about the online lending platform,in order to improve the lending participation of the lender,the author put forward targeted suggestions for the borrower and the platform. |
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