APJIS Asia Pacific Journal of Information Systems

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The Journal for Information Professionals

Asia Pacific Journal of Information Systems (APJIS), a Scopus and ABDC indexed journal, is a
flagship journal of the information systems (IS) field in the Asia Pacific region.

ISSN 2288-5404 (Print) / ISSN 2288-6818 (Online)

Editor : Byounggu Choi / One-Ki (Daniel) Lee

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Current Issue

Date December 2021
Vol. No. Vol. 31 No. 4
DOI https://doi.org/10.14329/apjis.2021.31.4.633
Page 633~673
Title A Study of Cross-Border E-Consumers’ Cunning Behavior from the Perspective of Situational Action Theory
Author Kyumin Hwang, Gee-Woo Bock, Han-Min Kim
Keyword Cross-border e-commerce, Consumer negative behavior, Morality, Self-control, Situational action theory
Abstract 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.


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