Research On Investors' Trust,Willingness And Behavior In P2P Network Lending

The penetration of Internet technology in the financial sector has gradually deepened,and people's demand for financial life is no longer satisfied with bank deposits.The continuous innovation of financial products has made people's wealth management options increasingly rich.Among these,P2 P lending,as a new type of financial services,is accepted by more and more investors and borrowers.There is a certain investment risk in P2 P lending.Therefore,investors need to gradually establish a trust basis,and then form a willingness to invest until cautious investment behaviors are made.However,most of the existing researches at home and abroad focus on the impact of borrowers' information,the establishment of relevant systems,and the identification of problem platforms,lacking of research from the perspective of investors.Therefore,this article will study the behavior of investors based on trust theory and theory of plan behavior,add investor risk preference factor,then the data is collected by questionnaire,and use SPSS to statistically analyze the samples obtained,AMOS to construct the structural equation model for verification and analysis.The main conclusions of this paper are as follows:1.Platform trust,borrower trust,investors' own trust,and risk appetite all have a positive effect on investment willingness,of which platform trust has the most significant impact on investment willingness;Risk appetite plays a partial intermediary role between investor's own trust and investment willingness.2.The influence of platform trust on borrower trust is not significant.It may be due to information asymmetry and China's credit system is not perfect,which makes the trust of investors to the borrower reduced.Even if the platform is in good standing,the borrower cannot be assured;3.Whether there is investment experience,age,education level,or income level will have an impact on investors' willingness to invest,but gender is no longer the reason for the difference in investment willingness.Finally,for the results of this study,we get inspiration and make corresponding suggestions.