IMPACT OF PRIVACY POLICIES ON CONSUMER CONFIDENCE IN E-COMMERCE PLATFORMS IN VIJAYAWADA

Author

Ms. Gantasala Pushpa Mallika, Dr. Y Venkata Ramana


Abstract

 Rapidly growing ecommerce is increasing concerns about safeguarding consumer data privacy issues. Privacy policy is important for transparency of information about collecting, using and securing personal details from users' side. This paper is about people that buy products from an online store through internet commerce sites. Also it highlights some of those issues affecting customer trustworthiness. The primary data was gathered via a survey of 72 e-commerce customers at Vijayawada which was analyzed by means of descriptive statistics, chi-square test, one-way ANOVA and linear regression. Approximately 69 percent of respondents knew about e-commerce website privacy policy while only around 38 percent read it frequently or regularly. Perceived privacy practices explained 44.8% of the variation in policy-driven consumer confidence (β = 0.67, p < 0.001), and consumer confidence was the strongest predictor of the intention to buy from and continue using a platform (β = 0.85, p < 0.001). Transparency and ease of use for privacy policy helps build customers' confidence towards buying products from websites. This research helps businesses of online shopping to enhance their data protection measures and increase trust among customers. In general, good privacy policy helps create an secure, trustworthy and customer-focused e-commerce experience.



Keywords

Privacy Policy; Consumer confidence; eCommerce; consumer trust; data privacy; online shopping; data security; Vijayawada.



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References


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