KHÁM PHÁ MỐI QUAN HỆ GIỮA CẢM NHẬN NĂNG LỰC MUA HÀNG VÀ Ý ĐỊNH MUA HÀNG TRÊN CÁC NỀN TẢNG THƯƠNG MẠI ĐIỆN TỬ: THUYẾT HÀNH VI CÓ KẾ HOẠCH

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.