The effect of individual digitalization level on consumer risk perception

Birinci, Şehide Ruken
This study investigates the role of risk perception in the online shopping context. The effects of degree of consumer digitalization, product involvement, consumer innovativeness, price sensitivity, and level of internet use on twelve different perceived risk dimensions- financial risk, economic risk, performance risk, product risk, time risk, privacy risk, security risk, social risk, psychological risk, after-sale risk, delivery risk, and transaction risk- are explored based on a multicultural sample of respondents. For this purpose, primary data was collected through a questionnaire from the sample as a quantitative data collection method. Findings from the study are in line with previous research in terms of observed effects of price sensitivity, level of internet use, and consumer innovativeness, whereas contradictory results are obtained regarding the roles of consumer digitalization and product involvement factors. Theoretical and managerial implications and findings are discussed.


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This research aims to investigate the potential impact of recommendation systems on consumers' different perceptions, such as perceived value, privacy concern, confidence in decision, and purchase intention. As recommendation systems, five different filtering techniques were analyzed; content-based filtering, item-based and user-based collaborative filtering, and friend-based and influenced-based social recommendation systems. To test hypotheses proposed, survey data were collected from 743 consumers in gen...
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Modeling fx options in presence of stochastic volatility with overnight-indexed-swap-discounting
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This study investigates the time contingent behavior of risk factor USDTRY. Option pricing models Black-Scholes and Heston has been utilized to estimate the behavior. The adjusted Black-Sholes model is the current market practice to model USDTRY risk factor. Market practitioners do not prefer to use constant volatility in the Black-Scholes Model, which violates the model assumption. They instead interpolate the volatility surface from market data of implied volatilities and use them in Black-Scholes Model. ...
Citation Formats
Ş. R. Birinci, “The effect of individual digitalization level on consumer risk perception,” M.B.A. - Master of Business Administration, Middle East Technical University, 2022.