An Empirical Study on the Influencing Factors of the P2P Lending Investment Behavior of Chinese College Students

Abstract

P2P lending investment behavior of college students is affected by many factors. According to the purpose of the survey, the characteristics of the students and the characteristics of the P2P lending industry, this paper uses the data collected by questionnaires as the original data and refines the main influencing factors of P2P lending investment behavior of college students, then this paper builds the behavioral influence factor model of P2P lending investment of college students , and uses structural equations to do the fitting analysis of model and survey data and tests the hypothesis. According to the result of empirical research: Perceived Value, Performance Expectancy and Effort Expectancy can significantly affect Investment Intentions; Performance Expectancy, Investment Intentions and Perceived Risks can significantly affect investment behavior; the influence of Society Influence on Investment Intentions are not obvious.