Influence of trust and risk on peer-to-peer investment willingness: a bidirectional perspective

Purpose The purpose of this paper is to investigate the influence of trust and perceived risk on investment willingness considering the bidirectional relationship between trust and perceived risk in peer-to-peer (P2P) lending. Design/methodology/approach Data were collected from a leading Chinese P2P platform, PPDAI.com. In total, 328 valid responses were received and analyzed using structural equation modeling (SEM). Findings The results show...