A Study on On-line P2P Financial Product Purchase Decision of Chinese By Framing Effect

Chinese P2P on-line loan financing product's rapid growth : P2P loan scale of 6 billion yuan (1 trillion 80 billion won) in 2012 has reached 83 billion yuan (14 trillion 940 billion won) until 2014. Thousands of on-line P2P companies have appeared. P2P is the abbreviation of peer to peer, which is a financing service that intermediates investment and loan between individuals. Lending club, listed with market capitalization about 9 trillion won in New York Stock Exchange in the end of last year, is the representative example, which is a field of Fin Tech business which is getting the limelight in the world. P2P loan product investment interest rate is quite higher than bank deposit investment interest, however lots of investment products have high risk. However, there are not sufficient research on this new financing exchange yet. Particularly, there's little research on P2P investment intention decision process in behavioral economics approach.