DAVRANIŞSAL FİNANS KAPSAMINDA FİNANSAL RİSK TOLERANSI VE DİJİTAL FİNANSAL TUTUMUN FİNANSAL YATIRIM KARARLARI ÜZERİNDEKİ ETKİLERİ

Özet

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.