Factors influencing Vietnamese youths’ intention to participate in cross-border e-commerce

This study identifies the factors influencing Vietnamese youths’ intention to participate in cross-border e-commerce (CBEC). Drawing on the Theory of Planned Behavior (TPB), the Technology Acceptance Model (TAM), and related theoretical frameworks, the study examines trust, perceived value, social influence, as well as platform-, price-, and product-related factors. A mixed-methods approach combining qualitative and quantitative methods was employed, with survey data analyzed using SmartPLS 4 and partial least squares structural equation modeling (PLS-SEM). The results show that perceived value, trust, and social influence positively affect the intention to participate in CBEC. Product uniqueness exerts the strongest effect on perceived value, whereas attitude has the strongest influence on trust. Social influence strengthens the effect of perceived value on participation intention but does not significantly moderate the relationship between trust and intention. The findings provide a basis for strengthening consumer trust and enhancing perceived value in cross-border e-commerce.