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Abstract


THE EFFECTS OF FINANCIAL RISK TOLERANCE AND DIGITAL FINANCIAL ATTITUDE ON FINANCIAL INVESTMENT DECISIONS UNDER BEHAVIORAL FINANCE

Risk is one of the factors that push the financial behavior of investors out of rationality within the framework of behavioral finance. Constant change in financial markets necessitates financial product diversity. Financial products developed in accordance with the technological requirements of the time are tried to be delivered to the economic units in a fast and easy way with the effective use of technology. The parties that supply and demand these products have to use digital opportunities to reduce time and labor costs. Especially in financial transactions, digital channels that enable individuals to access financial products contain some risks appropriate to their structure. Individual attitudes towards digital financial products and services are determinant at the point of risk taking. The risk tolerance levels of individuals have a significant impact on the extent to which these risks are to be taken or not. In this study, it has been tried to determine the effects of individuals' financial risk expectations and attitudes towards channels that provide digital financial services on financial investment decisions. Research data were obtained by conducting an online survey of 507 people. Correlation methods were used to determine the relationships between variables, and linear regression methods were used to test hypotheses. As a result of the study, it has been determined that individuals' financial risk tolerance levels and digital financial attitudes are effective on financial investment decisions.



Keywords
Behavioral Finance, Financial Risk Tolerance, Digital Use, Financial Attitude, Financial İnvestment Decision



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