Assessing the Influence of Online Security Measures on Consumer Trust and E-Commerce Performance    

Authors : Dr. M Samir Gopalan

Publishing Date : 2026

DOI : NSP/EB/GTRDBAIP/2026/Ch-15 (No DOI-Only Chapter ID)

ISBN : 978-93-49381-76-6

Pages : 137-146

Chapter id : NSP/EB/GTRDBAIP/2026/Ch-15

Abstract : The rapid expansion of e-commerce has transformed global business operations, yet security concerns remain a major barrier to sustained digital growth. Consumers increasingly evaluate online platforms based on perceived security protections before engaging in transactions. This theoretical research paper synthesizes contemporary literature (2010–2025) to examine how online security measures influence consumer trust and, ultimately, e-commerce performance. Drawing upon signaling theory, trust theory, perceived risk theory, the Technology Acceptance Model (TAM), and the resource-based view (RBV), the study develops an integrated conceptual framework. The paper argues that robust online security mechanisms—such as encryption, authentication protocols, privacy protection policies, and cybersecurity infrastructure—enhance consumer trust, which mediates the relationship between security investments and firm performance. The findings contribute to digital marketing, information systems, and strategic management literature by positioning online security as both a psychological trust signal and a strategic performance driver.

Keywords : Online security, consumer trust, e-commerce performance, cybersecurity, perceived risk, digital trust.

Cite : Gopalan, M. S. (2026). Assessing the Influence of Online Security Measures on Consumer Trust and E-Commerce Performance (1st ed., pp. 137-146). Noble Science Press. https://noblesciencepress.org/chapter/nspebgtrdbaip2026ch-15

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