earticle

영어

Due to the differences between and distinct consumer perceptions of domestic and cross-border e-commerce (CBEC), e-consumer misconduct, which we call “cunning behavior,” has emerged. This study examines cunning behavior in CBEC and compares e-consumer perceptions about environmental factors and their own personal traits using a vignette experiment and survey. The vignettes of this study were developed for three situations: illegal, deviant, and unethical behavior. Drawing on vignettes, we collected survey data and then examined the research model using the analysis of moment structure statistical tool. The results show that perceived benefit and past experience with CBEC are strong triggers for cunning behavior, while the ability to exercise self-control restrains this behavior. This study provides an understanding of why cunning behavior occurs in the CBEC context and describes different cunning behavior types.