Individuality, willingness to take risk, and use of a personal e‐card

Purpose – To address the issue of risk intention using personal e‐cards and to test the effect of the individuality of decision makers in the Lebanese context.Design/methodology/approach – The data of this research were collected by means of personal interviews using questionnaire. The sample involved 197 managers from various industries. The researchers developed a discriminant function equation to investigate risk taking behavior in the use of e‐cards. The function classifies individuals into risk takers and non‐risk takers on the basis of their psychographics and demographic characteristics. Risk was measured using the risk‐assessment scenario developed by MacCrimmon and Wehrung. Risk intention was measured by asking: “What is the likelihood of your being willing, in the near future, to pay for items on the internet using a personal e‐card?”. Seven items were used to measure psychographics and lifestyle information. Factor analysis was used as a data‐reduction technique, followed by multiple regression...