The Impact of Consumer’s Cyber-Fraud Perception on Purchase Behavior on E-Commerce through Perceived Behavioral Control

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.