Abstract
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 language | English |
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Pages (from-to) | 155-160 |
Number of pages | 6 |
Journal | Proceedings of the International Conference on Electronic Business (ICEB) |
Publication status | Published - 2007 |
Event | 7th International Conference on Electronic Business, ICEB 2007 - Taipei, Taiwan Duration: 2007 Dec 2 → 2007 Dec 6 |
All Science Journal Classification (ASJC) codes
- General Business,Management and Accounting
- General Computer Science