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Perceived Risk Remedies in Cross-Border E-Commerce – From Theory to Practice Via Triangulation Between PLS-SEM & FSQCA

Author

Listed:
  • Pham Thi Van Anh

    (Faculty of Economics – Management, Thang Long University Nghiem Xuan Yem, Dai Kim, Hoang Mai district, Hanoi, Vietnam)

  • Nagy Ákos

    (PhD Assistant professor The Marketing and Tourism Department, Faculty of Business and Economics, University of Pécs, Pécs, Hungary)

  • Ngo Minh Trung

    (MA Doctoral student Institute for South Asian, West Asian and African Studies, Hanoi, Vietnam Factulty of Business and Economics, University of Pécs, Pécs, Hungary)

Abstract

This study examines how seven dimensions of perceived risk interact to shape purchase intention in cross-border e-commerce (CBEC). Using survey data from 400 Hungarian CBEC users, the study applies a dual-method approach combining PLS-SEM and fuzzy-set qualitative comparative analysis (fsQCA). SEM results indicate that fraud risk and information risk exert significant negative net effects on purchase intention. However, fsQCA reveals multiple sufficient configurations, demonstrating that privacy risk and process & time loss risk become critical when combined with high fraud and information risk. The finding highlights that certain risk dimensions are configurationally important despite being statistically insignificant in linear models. By distinguishing between net and configurational effects, this study advances the multidimensional theory of perceived risk and provides actionable insights for SMEs prioritizing risk mitigation in cross-border markets.

Suggested Citation

  • Pham Thi Van Anh & Nagy Ákos & Ngo Minh Trung, 2026. "Perceived Risk Remedies in Cross-Border E-Commerce – From Theory to Practice Via Triangulation Between PLS-SEM & FSQCA," South East European Journal of Economics and Business, Sciendo, vol. 21(2), pages 128-147.
    • Handle: RePEc:vrs:seejeb:v:21:y:2026:i:2:p:128-147:n:1008
    DOI: 10.2478/jeb-2026-0014
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    JEL classification:

    • D71 - Microeconomics - - Analysis of Collective Decision-Making - - - Social Choice; Clubs; Committees; Associations
    • D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making

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