Risk as a Predictor of Online Competitive Information Acquisition

Daphne Ruth Raban, Lior Koren

Research output: Contribution to journalArticlepeer-review


This study set out to investigate how personal user traits and behavior and information cues influence the acquisition of online information for actionable decisions. The relationship between personal traits (risk propensity and individual information absorptive capacity), behavioral factors (perceived risk and willingness-to-pay) and informational cues (scenario risk level) was examined by conducting an experiment with 125 mid-level managers. Participants were exposed to high- and low-risk scenarios, given the opportunity to consume free and fee-based competitive information sources, and asked to make a managerial decision. Results of the Willingness-to-Pay (WTP) for information sources indicate: (i) a significant correlation between the perceived risk and WTP, (ii) a significant correlation between the perceived risk and the number of competitive intelligence information items bought, (iii) individual absorptive capacity has high internal reliability, and (iv) investment risk propensity and individual information absorptive capacity did not influence WTP or willingness-to-consume competitive intelligence information. Informational cues rather than personal traits impact decision makers' WTP and willingness to-consume competitive intelligence information. This suggests that best practices should be developed for the use of online information sources in decision-making calibrated to the risk level. Risk level indication may also aid to avoid biases stemming from under- or overuse of information.

Original languageEnglish
Pages (from-to)47-60
Number of pages14
JournalOpen Information Science
Issue number1
StatePublished - 1 Jan 2019

Bibliographical note

Publisher Copyright:
© 2019 Daphne Ruth Raban et al., published by De Gruyter Open 2019.


  • Information Behavior (IB(
  • competitive intelligence
  • decision-making
  • individual absorptive capacity (IACAP(
  • risk propensity
  • willingness-to-pay (WTP(

ASJC Scopus subject areas

  • Library and Information Sciences


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