An analysis of consumer's trusting beliefs towards the use of e-commerce platforms

This study evaluates the consumers' views on various security measures in e-commerce platforms and determines their impact on the trusting beliefs of consumers, which may further lead to an intention to use e-commerce platforms. The study also investigates the moderating effects of gender, age, and the frequency of e-commerce platform use on the proposed model. A total of 780 respondents were used for the study. We used structural equation modeling (SEM) to analyze the proposed trust-based model. The findings indicate a strong positive impact of information integrity and information confidentiality on the consumers' trusting beliefs. In addition, the study indicates the strong mediating effect of trusting beliefs with the association between information integrity, information confidentiality, and behavioral intention to use e-commerce platforms. A moderating effect of frequency of use on the relationship between perceived information confidentiality and preventing unauthorized secondary data usage on trusting beliefs was found to be significant. This research underwent an in-depth examination of different security aspects that e-commerce firms should consider in order to develop the trusting beliefs of consumers in e-commerce environments.

Nidhi Singh, Richa Misra, Wei Quan, Aleksandar Radic, Sang-Mook Lee, Heesup Han