RİSK ALGISI VE GÖZ-TAKİBİ: ÜNİVERSİTE ÖĞRENCİLERİ ÜZERİNDE BİR ARAŞTIRMA

Amaç- Bu çalışmanın amacı göz-takip tekniği ile üniversite öğrencilerinin risk algılarını analiz ederek, risk algısı, finansal okur-yazarlık ve finansal davranış arasındaki ilişkiyi ortaya koymaktır. Yöntem – Katılımcıların risk algısı, finansal okur-yazarlık, finansal davranış ve demografik özelliklerinin ölçmek üzere 4 farklı anket uygulanmıştır. Risk algısını ölçmek için katılımcıların garanti para ile şans oyunu arasında tercih yapmaları istenmiştir. Katılımcılar sorulara cevap verirlerken, göz hareketleri göz takip cihazıyla kayıt altına alınmıştır. Elde edilen veri Ki kare testi, Fisher’s testi, İşaret testi ve Mann-Whitney U testi ile analiz edilmiştir. Bulgular- Risk algısının değişmemesine rağmen garanti para seçeneğine oyunun daha erken aşamada geçiş olduğu tespit edilmiştir. Farklı senaryolar ve risk algılarında seçeneklere bakma sürelerinde farklılıklar bulunmuştur. Risk algısı, finansal okur-yazarlık ve finansal davranış arasında ilişki tespit edilememiştir. Sonuç- Garanti para miktarının katılımcıların oyun/garanti para tercihlerini etkilediği; katılıcıların kimi senaryolar ve risk tutumları altında seçeneğe bakma süreleri değişmekle beraber göz hareketleri ile katılımcı finansal okur-yazarlık, finansal tutum ve finansal davranış arasında anlamlı bir ilişki olmadığı sonucuna ulaşılmıştır.

Anahtar Kelimeler:

Risk algısı, finansal okur-yazarlık, finansal davranış, göz takibi, karar verme

RISK PERCEPTION AND EYE-TRACKING: A RESEARCH ON UNIVERSITY STUDENTS

Purpose- The purpose of this study is to analyze the risk perception of university students by the use of eye-tracking technique and reveal the relation between risk perception, financial literacy and financial behavior. Methodology- In order to measure risk perception, financial literacy financial behavior and demographics of participants four different questionnaires were offered. To measure risk perception, participants were asked to make a choice between safe money and lottery game. While the participants were answering the questions, their eye movements were recorded via an eye-tracking device. The data was analyzed by Chi square test, Fisher’s test, Sign Test and Mann-Whitney U test. Findings- The risk perception is not subject to change although switch to safe money option has been observed at early stages of games when the amount of safe money is increasing. There is a difference in gaze time under different scenarios and risk attitudes. No relation has found between eye movements, financial literacy and behavior. Conclusion- The amount of safe money has an effect on participants’ choice on the lottery/safe money option; in spade of the finding on differences in fixation time under different scenarios and risk attitudes, no relation could be documented between eye movements, financial perception, financial behavior and financial literacy.

Keywords:

Risk perception, financial literacy, financial behaviour, eye-tracking, decision making,

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