What drives or discourages fraud-safe behavior in digital transactions? a BRT perspective

This study explores the key determinants influencing users' precautionary behaviors in the context of digital financial fraud (DFF) associated with digital payment systems. Anchored in Behavioral Reasoning Theory (BRT), it investigates both the enablers and barriers shaping behavioral intentions towards DFF prevention. Data were collected via a structured questionnaire, and a dual-stage analysis incorporating structural equation modeling and neural network techniques was employed to validate the findings. Results reveal that belief, trust, self-efficacy, and hedonic motivation significantly enhance users' intentions to adopt precautionary measures, while technological awareness and perceived risk barriers do not exhibit a strong positive influence. Further analysis identifies behavioral intention as the most critical predictor of DFF preventive behavior, followed by hedonic motivation, self-efficacy, injunctive norms, locus of control, trust, and response efficacy. As one of the initial empirical studies using primary data in this domain, the research offers practical insights for enhancing user protection against DFF. It emphasizes the need for coordinated strategies by financial institutions, such as deploying educational outreach, notification-based alerts, and layered verification protocols to promote safer digital payment practices. Integrating behavioral motivators with user-centric security design is essential for reducing susceptibility to DFF and improving public engagement in digital financial safety.