Factors Affecting Consumers’ Intention in Vietnam-China Cross-border E-commerce: An Empirical Study in Hanoi, Vietnam

In the era of innovative technologies, the physical border is no longer a concern in exchanging goods thanks to the widespread use of internet connections. On this basis, the study explores the determinants that impact cross-border online consumers’ purchase intentions in Hanoi, Vietnam. As fundamental ideas, the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM) are integrated with the influence of the Regional Comprehensive Economic Partnership (RCEP). The examined factors consist of Consumer Attitude, Subjective Norms, Perceived Behavioral Control, Perceived Usefulness, Perceived Ease of Use, Perceived Risk, Trust, and RCEP. The research was conducted on a survey questionnaire of 253 online shoppers in Hanoi who have experienced cross-border purchasing. The data was processed using several statistical methods, namely descriptive statistics, exploratory factor analysis (EFA), correlation analysis, and regression analysis. The analysis reveals that Consumer Attitude, Subjective Norms, Perceived Behavioral Control, Perceived Usefulness, Perceived Ease of Use, and Trust have a positive influence on the consumer’s intention to cross-border e-commerce (CBEC), while perceived risk and RCEP do not exert any force on the intention. Among these variables, Risk perception and trust have been demonstrated to have the most significant impact on online purchase intention. The outcomes of the study indicate that online retailers or intermediaries adopt a third-party payment processor and publish policies to protect consumers’ private information. It is also suggested that the government should educate the public on the benefits of RCEP, implement the relevant policies, and provide guidance for the sellers to follow to utilize the advantages of RCEP.