Understanding Repeat Borrowing Intentions and Behavior in Indonesia's Peer-to-Peer Lending Market: Extending the Theory of Planned Behavior

This study investigates factors impacting repeat borrowing behavior in Indonesia's online peer-to-peer (P2P) lending platforms using an extended Theory of Planned Behavior model.Primary survey data was analyzed from 207 online P2P platform users in Indonesia.The results reveal repeat borrowing intention, heuristics positively influence repeat borrowing behavior, while attitude and subjective norms drive intention.However, perceived insecurity and access to funds negatively predict intention.From a practical view, the findings suggest P2P firms should prioritize building borrower trust on platform security, while regulators have o promote financial literacy education to curb irrational heuristic biases among lending consumers.