Abstract :
This aim study to explain the effect of internal factors on risk perception and risk attitude. The internal factor in this study consist of overconfidence, experience and emotion. Sample were drawn from investor in Surabaya who invested in capital market. The method of data collection in this research is using questionnaires. A questionnaire survey responses of 104 investor in capital market of Surabaya. In this study used Generalized Structured Component Analysis (GSCA) to test hypotheses. The result of this study shows that internal factors have no significant effect on risk perception and risk attitude, also risk perception have no significant effect on risk attitude.
Key Word : Risk Attitude, Risk Perception, Overconfidence, Emotion, and Experience