Abstract
With the development of internet financial, raising the borrowing efficiency and response rate of loans on the P2P online lending platform has attracted the attention of scholars. From the view of borrowing information, herd effect and borrower characteristics, such as demographic and social network behavior characteristics, this paper studies the factors that affect the efficiency of borrowing by a multiple regression analysis model which uses full mark length as the dependent variable. And the empirical analysis is carried on the data from PPai loan platform and forum. The empirical results show that loan duration, loan amount, loan interest rate, activity of borrower on social network and herd effect have significant influence on loan success efficiency. This research has important theoretical and practical value for helping us to understand the driving factors of borrowing efficiency and market behavior.
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