1Nguyen, Hong Tam, 2Nguyen, Anh Vu, 3Tran, Phuong Thao, 4Mai, Hong Nhung, 5Pham, Thi Van Anh
1Hai Ba Trung District, Ha Noi Capital, Viet Nam
2Hai Ba Trung District, Ha Noi, Viet Nam
3Dong Da District, Ha Noi, Viet Nam
4Hai Ba Trung District, Ha Noi, Viet Nam
5Hoang Mai District, Ha Noi, Vietnam
DOI : https://doi.org/10.47191/ijmra/v8-i03-09Google Scholar Download Pdf
ABSTRACT:
This study explores the impact of Cyber-fraud Perception (CFP) on E-commerce Purchase Behavior (PBE), with a focus on the mediating role of Perceived Behavioral Control (PBC). Using a survey method, data were collected through questionnaire surveys, yielding 364 valid responses. Structural equation modeling (SEM) with 5,000 bootstrapping iterations was used to test the proposed hypotheses. The findings reveal that Cyber-fraud Perception directly and positively influences both Perceived Behavioral Control and E-commerce Purchase Behavior. Additionally, Perceived Behavioral Control acts as a mediator in the relationship between Cyber-fraud Perception and E-commerce Purchase Behavior. The research has contributed some theoretical and practical implications for e-commerce businesses.
KEYWORDS:Purchase behavior; e-commerce; perception
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