The Impact of Websites Characteristics and Perceived Risks on the Hedonics and Utilitarian Motivation that Effect Online Shopping Intention

Authors

Htaik (Lawrence) Sein, National Cheng Kung University, TaiwanFollow
Jeng-Chung Victor Chen, National Cheng Kung University, TaiwanFollow
William H. Ross, University of Wisconsin, La CrooseFollow

Document Type

Work in Progress

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.

Recommended Citation

Sein, Htaik (Lawrence); Chen, Jeng-Chung Victor; and Ross, William H., "The Impact of Websites Characteristics and Perceived Risks on the Hedonics and Utilitarian Motivation that Effect Online Shopping Intention" (2007). ICEB 2007 Proceedings (Taipei, Taiwan). 3.
https://aisel.aisnet.org/iceb2007/3