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

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.



Citation:

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 Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 879-880.

Authors

Hakkyun Kim, Concordia University, Canada
Kyoungmi Lee, Yonsei University, South Korea
Kiwan Park, Seoul National University, South Korea



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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