AI-Based fraud detection and consumer trust in Vietnamese E-commerce: The mediating role of AI perception

Abstract

This study explores the impact of AI fraud detection applications on AI perceptions and trust in e-commerce platforms, examining both positive aspects of AI perception (perceived usefulness, perceived ease of use) and negative aspects (privacy concerns, ethical concerns, immature technology). The measurement scales were adopted from previous studies and refined through qualitative research and a preliminary quantitative phase. The main quantitative study surveyed 420 Vietnamese consumers from February 2025 to August 2025. The findings show that 65.3% of the variance in e-commerce platform trust is explained by AI fraud detection applications and AI perceptions. The study confirms the crucial role of AI fraud detection in building trust through a dual impact mechanism: direct effect on trust and indirect effect through shaping AI perceptions. The findings provide managerial implications for e-commerce platforms to effectively implement AI fraud detection while balancing security and user experience.