Publicação
Exploring Customer Behavior and Fraud Vulnerability in E-Commerce
| Resumo: | E-commerce fraud poses a significant threat to customer trust, user engagement, and the integrity of the digital marketplace. This study explores Nigeria's e-commerce sector with analysis of customer behavior, fraud vulnerability, and mitigation strategies. The study makes use of quantitative data through an online survey from 200 individuals who utilize online markets: The study uses the theory of planned behavior and protection motivation theory to explore the impact of fraud vulnerability on customers’ transactional activity in e-commerce, conceptualizing consumer behavior through trust, perceived risk, and psychological reactions to fraud. The findings reveal that trust moderates the impact of perceived behavioral control (PBC) on consumer behavior in e-commerce. High PBC alone is insufficient; trust must be present for protective actions to occur. The study suggests integrating trust into TPB and PMT frameworks to better explain consumer behavior and online fraud vulnerability. |
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| Autores principais: | Chimezie, Oji Alexander |
| Assunto: | Customer Behavior Trust E-Commerce Fraud Perceived Risk Fraud Vulnerability SDG 8 - Decent work and economic growth SDG 12 - Responsible production and consumption SDG 16 - Peace, justice and strong institutions |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | E-commerce fraud poses a significant threat to customer trust, user engagement, and the integrity of the digital marketplace. This study explores Nigeria's e-commerce sector with analysis of customer behavior, fraud vulnerability, and mitigation strategies. The study makes use of quantitative data through an online survey from 200 individuals who utilize online markets: The study uses the theory of planned behavior and protection motivation theory to explore the impact of fraud vulnerability on customers’ transactional activity in e-commerce, conceptualizing consumer behavior through trust, perceived risk, and psychological reactions to fraud. The findings reveal that trust moderates the impact of perceived behavioral control (PBC) on consumer behavior in e-commerce. High PBC alone is insufficient; trust must be present for protective actions to occur. The study suggests integrating trust into TPB and PMT frameworks to better explain consumer behavior and online fraud vulnerability. |
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