Randomized trial examines perceived risk factors influencing purchase intention in cross-border e-commerce, suggesting practical strategies for SMEs.
Key Points
The research aims to explore how different dimensions of perceived risk affect purchase intentions in cross-border e-commerce.
Used survey data from 400 Hungarian cross-border e-commerce users.
Applied a dual-method approach combining PLS-SEM and fsQCA for analysis.
Investigated seven dimensions of perceived risk and their interactions.
Fraud risk and information risk have significant negative effects on purchase intention.
fsQCA identified multiple sufficient configurations where privacy risk and process & time loss risk are critical when combined with high fraud and information risk.
Certain risk dimensions are crucial when considered together, even if they appear insignificant in linear statistical models.