The Study Of Farmers' Willingness To Borrow Through The P2P Platform And It's Influencing Factors

Over the years,financial services have been an important factor restricting the economic and social development of rural areas in China.Due to the fact that the amount of financial transactions in rural areas is low,the demand is scattered,the frequency is low,the risk and the cost arc high,there are still a number of problems in rural financial institutions,such as the number of branches is not enough,the structure is irrational,and so on.So,it is difficult to effectively meet the needs of farmers' financing.With the strengthening of the P2P industry,the rural market has become the blue sea of the P2P platform.The entry of P2P platform is beneficial to promoting competition in rural financial market,reducing service threshold,improving service efficiency,promoting financial product innovation,and improving rural credit system.However,tihere are some problems in the development of P2P platform in rural business.This study hopes that through the investigation of farners in Huaian,we can understand the current farmers' loan demand and their cognition of the P2P platform and willingness to participate.Also,with Binary Logistic model empirical analysis on the willingness and influencing factors,this study hopes to make the feasibility evaluation of P2P development in rural areas,to standardize the development of agriculture P2P platforms,and to further put forward some relevant policy suggestions to alleviate the farmers financing difficulties.This paper is divided into five parts:the first part is the introduction,including research background,researeh ideas and eontent arrangement,survey design and data sources,and innovation and deficiencies;the second part is the review of the theory and literature,introducing the P2P platform research,farmers loan behavior research,P2P in rural areas research;the third part is the current situation of the agriculture P2P platform,introducing the development process of the P2P platform and the current development situation of the agriculture P2P platform in four aspects and analyzing the existing problems;the fourth part is the surveyed farmers'willingness of borrowing from P2P platform,including descriptive statistical analysis on the farmers loan demand,farmers'willingness of borrowing from P2P platform;the fifth part is the empirical research on the influencing factors of farmers' participation in the P2P platform,which is the emphasis of this research,including variable selection,model set,and analysis of the results of the empirical research;the sixth part is the main conclusions and policy suggestions,including the main conclusion of the study based on the research and analysis,and policy suggestions to proruote the healthy development of agriculture P2P platform to alleviate the farmers financing problems.The main conclusions of this paper are as follows.First,the surveyed farmers'understanding degree of P2P network lending was low,but after understanding the P2P network lending,more than half of the farmers expressed their willingness to borrow from P2P platform.Therefore,it is feasible for P2P platform to develop rural business.Second,the empirical results show that,having migrant workers or not,household expenditure,loan interest rate,speed of achieving loans and the knowledge of P2P have significant positive impacts on farmersf loan willingness through P2P.Age,degree of education,able to provide collateral or not have significant negative impacts on farmers' loan willingness through P2P.