Banti Sharma

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.

The research paper examines how Social Commerce Analytics (SCA) operates as a driving force behind changes in consumers' perceptions in the Indian e-retailing market. It outlines the interrelatedness of SCA, drinking, consumer trust, personalization, and engagement metrics in consumer buying behavior. The research was quantitative, and the number of participants was 100, on whom correlation and regression analyses were performed using SPSS to test the three hypotheses. The results revealed a weaker, yet statistically significant, negative correlation between SCA effectiveness and consumer buying behavior, indicating a gap between SCA capabilities and consumer expectations. Likewise, consumer trust was found to have a weak negative correlation with purchase intention, indicating that factors like convenience and pricing might more heavily influence the purchase decision than trust. Conversely, personalization and engagement metrics were highlighted as very positively influential to both purchase frequency and brand loyalty, which was statistically significant (R = .708, p < .001) and accounted for 50.1% of the variance. This suggests that data-driven personalization can attract consumer engagement and loyalty for a long time. This study further broadens the discussion on social commerce from the perspective of emerging markets, and on top of that, it provides valuable managerial implications for improving consumer experience by means of data analytics that are appropriate, ethical, and effective.