An investigation of cyber attack impact on consumers’ intention to purchase online

Abstract

E-commerce technologies are increasingly adopted and used because they give companies a competitive edge and boost their profitability through access to international markets. Even though global e-commerce has grown over the past few years, many consumers lack confidence in e-commerce purchases. Several factors, including safety, trust, and use of technology, influence the users’ intent to purchase. This study uses the Theory of Planned Behavior (TPB), trust in e-commerce sellers, trust in the internet medium, and cyber-fraud perception to determine what factors influence customers’ intention to buy online. We surveyed 258 Thai customers of e-commerce websites via Google Forms. Cronbach’s alpha and correlation are used to verify the analysis’s reliability and validity analysis. Data analysis included simple linear and multiple linear regression. We show that attitude toward behaviour and perceived behavioural controls are ideal predictors of customers’ e-commerce purchasing intentions. Customers’ behaviour also depends on their trust in the internet medium and the vendor. We further demonstrate subjective norms, online vendor trust, cybercrime perception, and Internet trust do not affect users’ intent to purchase, and cybercrime does not change behaviour either. It also does not moderate the association between trust in e-commerce companies and clients’ disposition toward buying online.

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