Role of Web Assurance Mechanisms on Information Security Concerns and Purchase Intention of Online Customers

Abstract

E-commerce has brought about significant changes in customer behavior and preferences over newlinethe last few years. The fast adoption of Internet technology has resulted in the pervasiveness newlineof digital business. The present research work has emphasized the importance of quality newlineassurance in the field of e-commerce. Assurance to online consumers about the quality newlineadherence in systems and procedures helps in reducing information security concerns of online newlineconsumers resulting in positive willingness for purchase decision making. (Chawla, Neelam and newlineKumar, Basanta. (2021). It is the paramount responsibility of online sellers to ensure trust and newlineconfidence in online buying. newlineThe present research work attempts to investigate the relation of web assurance mechanisms, newlineinformation security concerns, and purchase intention of online consumers. Web assurance newlinemechanisms are the methods and procedures devised by online sellers to mitigate the security newlineconcerns of online consumers. Four antecedents of web assurance methods are selected for the newlinepresent study- Policy statements, web seals, website infrastructure, and online review. Their newlineimpact on focal information security concerns- Perceived trust, Privacy, product quality, and newlinetransaction security are explored. Trust has been cited as an important determinant of purchase newlineintent in several existing research studies. (Kim, Dan J et al.,(2016) Consumer engagement is newlinemore for the websites associated with a high level of trust.( Yi Liu, Xinlin Tang, (2018) newlineConsumers are skeptical about using online shopping platforms due to the perceived risk of newlinemisuse of the information shared by them on e-commerce newlineplatforms.(Chen Lou and Shupei Yuan (2019). Fair information practices observed by the ecommerce players are crucial to sustained consumer involvement. (Wang, Yichuan and newlineHerrando, Carolina. (2019). The main limitation of online buying is the absence of physical newlineinteraction with the desired products. This leads to information asymmetry which further newlinecauses uncertainty in the minds of consumers ab