THE MODERATING ROLE OF ONLINE SHOPPING EXPERIENCE IN THE FACTORS INFLUENCING CROSS-BORDER PURCHASE INTENTION: EMPIRICAL EVIDENCE FROM THAI NGUYEN PROVINCE, VIETNAM

Abstract
Do the effects of psychological factors on cross-border e-commerce purchase intention (CPI) vary according to users’ levels of online shopping experience? This question represents a significant research gap, as most existing studies treat online shopping experience (OSE) as a passive control variable, particularly in developing provincial markets such as Thai Nguyen, Vietnam, where the moderating role of OSE in cross-border e-commerce has not been clearly established. This study examines whether OSE differentially moderates the effects of six psychological factors (PU, PEOU, TR, PR, SI, and PBC) on cross-border purchase intention (CPI) in Thai Nguyen, Vietnam. The study employs a quantitative approach using data collected from 342 consumers in 2025 and applies multi-group OLS regression analysis stratified by experience level, combined with the Chow test and comparisons of 95% confidence intervals. The most notable finding is that OSE moderates these relationships in two opposing directions: it weakens the effects of PEOU and PR while strengthening those of TR and PBC. From a theoretical perspective, the study provides empirical evidence that OSE can play contrasting moderating roles across different psychological factors, thereby contributing to the extension of the TAM/TPB framework in the context of cross-border e-commerce. From a practical perspective, the findings support the development of intervention strategies tailored to users with different levels of online shopping experience in developing provincial markets.
Keywords: online shopping experience, Moderation effect, Cross-border e-commerce, Technology Acceptance Model (TAM), Multi-group analysis.
JEL classification: F14, L81, M31, O33, R11.
DOI: 10.63767/TCKT.38.2026.132.143

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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