Understanding E-Commerce Adoption Across Countries With PLS-SEM and FSQCA: The Interplay of Internet Usage, Education, and Electronic Security

This study aims to investigate the influence of internet usage (IU), e-security (ESEC), and education (ED) on e-commerce adoption (ECOM) across 49 countries by utilizing common index data. The dataset was obtained from secondary data collected through research carried out by prominent international organizations for the year 2024. The data were analyzed using the PLS-SEM (Partial Least Squares Structural Equation Modeling) method. To corroborate the outcomes of the PLS-SEM analysis, the study used fuzzy-set Qualitative Comparative Analysis (fsQCA) as a configurational approach. Results show that ESEC negatively affects ECOM, while IU does not have a significant direct effect. ESEC has a negative, significant indirect effect on the relationship between IU and ECOM. Rigorous ESEC standards lead to increased multi-stage encryption and verification procedures. This makes e-commerce transactions more complex and difficult to use. Rising security protocols can increase consumers’ risk perception, decreasing in ECOM. Additionally, IU has a positive impact on ESEC, and ED positively affects IU. This study employs a unique combination of PLS-SEM and fsQCA to examine the impact of IU, ESEC, and ED on ECOM and provides a robust, cross-national perspective that is rarely addressed in prior research.