THE ROLE OF PERCEIVED RISK AND INFORMATION SECURITY IN GEN Z CONSUMERS’ ONLINE PURCHASING DECISIONS IN VIETNAM
DOI:
https://doi.org/10.62985/j.huit_ojs.vol26.no3E.523Từ khóa:
Perceived risk, information security, online purchasing decisions, Generation Z, e-commerce.Tóm tắt
The rapid expansion of e-commerce has significantly reshaped consumer behavior in Vietnam, particularly among Generation Z. While online shopping offers convenience, perceived risks remain a critical barrier to purchase decisions. This study investigates the effects of financial risk, product/service risk, information security risk, and perceived system security on online purchasing decisions. Using data from 231 Gen Z consumers and applying PLS-SEM, the results reveal that financial risk and information security risk negatively influence purchasing decisions, while perceived system security has a positive effect. Notably, product risk is found to be statistically insignificant, suggesting a shift in risk perception among digitally native consumers. The study contributes to the literature by highlighting the dominant role of information security risk in an emerging market context and provides practical implications for enhancing consumer trust in e-commerce platforms.
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