Adoption Factors of P2P Lending in India

Abstract

The purpose of this paper is to study the effect of perceived usefulness (PU) and perceived ease of use (PEOU) on usage towards the adoption of Peerto-Peer (P2P) lending in India, with gender and occupation as moderating factors. The paper also tries to understand the awareness level of P2P lending in India. The literature consisting of the main attributes of the technology acceptance model used in this study was reviewed systematically. Later a comprehensive model consisting of PEOU, PU & BI was developed and tested empirically using structural equation modeling.On evaluating the proposed model, three out of the four hypotheses were supported while one was not. The test on moderating effect of gender and occupation on the structured model showed that both gender & occupation moderate the relationships between PEOU, PU & BI. The study's limitations are that the results may change with a larger sample size. Researchers may include other variables, such as hedonic motivation, facilitating conditions, price value, etc., from the Unified theory of acceptance and use of technology (UTAUT).