EXPLORING THE RELATIONSHIP BETWEEN PERCEIVED PURCHASING SELF-EFFICACY AND PURCHASE INTENTION ON E-COMMERCE PLATFORMS: A THEORY OF PLANNED BEHAVIOR MODEL

Abstract
This study explores the relationship between perceived purchasing self-efficacy and purchase intention on e-commerce platforms based on the Theory of Planned Behavior (TPB). Data were collected from 332 customers who had previously shopped online and analyzed using SPSS software and AMOS 20. The results indicate that perceived purchasing self-efficacy has a significant impact on purchase intention, moderated by TPB factors such as attitude, subjective norms, and perceived behavioral control. The study provides important implications for e-commerce businesses to enhance customer experience and encourage purchasing behavior.
Keywords: perceived purchasing self-efficacy, purchase intention, e-commerce platforms, theory of planned behavior (TPB).

JEL classification: L81, D11.

DOI: 10.63767/TCKT.36.2026.122.132

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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373