The Effect of Social Networking Orientation on Risk Preference: the Risk-Taking Capacity Hypothesis

Hakkyun Kim, Concordia University, Canada
Kyoungmi Lee, Yonsei University, South Korea
Kiwan Park, Seoul National University, South Korea
Building on the resource depletion paradigm, we propose and find that consumers become more risk-averse after performing bridging- versus bonding-oriented activities on Facebook. We also confirm the depletion of risk-taking resources as the underlying process by showing its mediating role between social networking orientation and risk preference.
[ to cite ]:
Hakkyun Kim, Kyoungmi Lee, and Kiwan Park (2012) ,"The Effect of Social Networking Orientation on Risk Preference: the Risk-Taking Capacity Hypothesis ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 879-880.