Document Type

Work in Progress


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.