금융소비자의 P2P투자 의도

Based on the theory of innovation diffusion and technology acceptance model, this study seeks to identify the variables affecting financial consumers' intention to invest in P2P financing. Data were collected from 430 financial consumers aged between 20s and 50s. Factor analysis, t-test, one-way ANOVA, and multiple regression analysis were conducted. The major results were as follows. First, the intention to invest in P2P financing was moderate (on average, 4.12 points out of 7). Perceived relative advantage was slightly positive (4.70 points out of 7 on average). The levels of perceived complexity and compatibility were moderate; perceived reliability of the P2P platform was slightly low (3.22 points out of 7 on average); perceived privacy risk and financial risk were slightly high. Second, there were significant differences in complexity and consumer innovation between men and women. Perceived risk and P2P platform reliability were significantly different among groups with different demographic characteristics such as age, marital status, and gender. Third, the results of regression analysis showed that the intention to invest in P2P financing was significantly associated with perceived relative advantage, perceived compatibility, perceived reliability of P2P platform, and perceived consumer innovation. Based on these results, the implications for P2P platform and financial market policy makers were suggested to diffuse financial consumers’ investment in P2P financing.