The impact of websites characteristics and perceived risk on the hedonics and utilitarian motivation that effect online shopping intention

Sein Htaik, Jeng-Chung Chen, William H. Ross

Research output: Contribution to journalConference article


Electronic commerce has become one of the essential characteristics in the Internet era. In recent year, many of the studies suggest characteristics of website (1) evoke feelings for hedonic and (2) confirm or negate beliefs of utilitarian type of consumers. Although an attitude toward website has been formed through cognitive and hedonic processes, these factors could strengthen or weaken the intention of purchase at the last minutes. The objective of this paper is to synthesize the existing literature to conducting the survey to discover how the difference perception of risk avoider and risk taker shopper whether existed or not in term of these two type of motivation and attitude toward website.

Original languageEnglish
Pages (from-to)155-160
Number of pages6
JournalProceedings of the International Conference on Electronic Business (ICEB)
Publication statusPublished - 2007 Dec 1
Event7th International Conference on Electronic Business, ICEB 2007 - Taipei, Taiwan
Duration: 2007 Dec 22007 Dec 6


All Science Journal Classification (ASJC) codes

  • Business, Management and Accounting(all)
  • Computer Science(all)

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