The rapid growth of e-commerce in India has transformed consumer purchasing behavior,
yet concerns regarding security and trust continue to influence online shopping decisions.
This study investigates the relationship between perceived security, consumer trust, and
purchase intention on online shopping platforms. Primary data was collected through a
structured questionnaire administered to 100 participants. Using descriptive statistics,
correlation analysis, and regression modeling, the study reveals that perceived security
significantly enhances consumer trust (β = 0.68, p < 0.001), while trust strongly predicts
purchase intention (β = 0.79, p < 0.001). The findings confirm the theoretical propositions of
Perceived Risk Theory. Website quality was rated highest among all constructs, yet trust
levels remained moderate, indicating that technical features alone cannot fully mitigate
security-related concerns. The study recommends strengthening transparency in data
protection practices, enhancing seller verification, and prominently displaying security
assurances.
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- 16. CONSUMER TRUST AND PERCEIVED SECURITY IN ONLINE SHOPPING PLATFORMS
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Abstract
Keywords
perceived security consumer trust purchase intention e-commerce online shopping digital payments perceived risk theory
Chapter information
| Chapter title | CONSUMER TRUST AND PERCEIVED SECURITY IN ONLINE SHOPPING PLATFORMS |
|---|---|
| Author(s) | Rishabh Shrivastava, Dr. Shrikant Vashistha | Sharda School of Business Studies Sharda University, Greater Noida |
| Book title | Sustainable Value Creation: Integrating Marketing and Finance for SDG Achievement |
| Book Doi | https://doi.org/10.67103/IRG.SVC.2026.9788168516441 |
| DOI | https://doi.org/https://doi.org/10.67103/IRG.SVC.2026.9788168516441.16 |
| Publication date | July 10, 2026 |
| Access | Restricted access |
| Copyright | © 2026 IRG Press. All Rights Reserved |
How to cite
Rishabh Shrivastava, Dr. Shrikant Vashistha | Sharda School of Business Studies Sharda University, Greater Noida. 2026. CONSUMER TRUST AND PERCEIVED SECURITY IN ONLINE SHOPPING PLATFORMS. In: Sustainable Value Creation: Integrating Marketing and Finance for SDG Achievement. Book Doi https://doi.org/10.67103/IRG.SVC.2026.9788168516441. https://doi.org/https://doi.org/10.67103/IRG.SVC.2026.9788168516441.16