CYBERSECURITY RISKS AND CONSUMER TRUST IN E-COMMERCE PLATFORMS: A BUSINESS ANALYTICS PERSPECTIVE

Cybersecurity has become one of the crucial factors of consumer trust and sustainable development of e-commerce in the fast-growing digital economy. The proposed research explores how cybersecurity risks, business analytics capabilities, cybersecurity measures, consumer trust, and purchase intent relate within the framework of Indian e-commerce platforms. A quantitative research design was used to collect data on 120 regular e-commerce users in the Delhi NCR area by using a questionnaire that was structured in a closed-ended form. As the results of the statistical data analysis according to SPSS and Excel indicated, the perceived cybersecurity risk has no significant effect on consumer trust, but the business analytics and cybersecurity measures exhibit significant correlations with trust. Moreover, there was a poor relationship between consumer trust and purchase intention, which shows that pragmatic information, comprising price and convenience, is likely to dominate online purchases in comparison to affective trust. The results point to the fact that even though sophisticated analytics and cybersecurity tools contribute to the integrity of the platform, their complexity and perceived intrusiveness can unintentionally reduce user confidence. The research has been an addition to scholarly and practical knowledge because it introduces a business analytics viewpoint into the literature of cybersecurity-trust, where it is necessary to ensure openness, user-friendly, and ethical digital measures. To inform policy and strategy towards secure and trust-based e-commerce ecosystems, implications, limitations, and future research directions are discussed.