Key factors related to cyber security affecting consumer attitude in online shopping - a study in Bangladesh

  • Mostofa Sadab

    Student thesis: Master's Thesis

    Abstract

    Cybersecurity is an increasingly important factor in consumer attitudes toward online shopping. Online shopping has become an essential part of our lives in this digital era. As the popularity of online and e-commerce shopping continues to grow, so does the potential for cyber threats and attacks. As more and more consumers turn to online shopping, cyber threats such as hacking, identity theft, and credit card fraud have become more frequent. Therefore, understanding the factors of cybersecurity that affect consumer attitude is essential to build trust and creating a safe and sound shopping environment. This research explores the factors of cybersecurity that affect consumers' attitudes to shopping online and uses a survey to test several hypotheses related to influential cyber factors. A quantitative research approach has been followed to conduct this study. Bangladesh is a developing country in Southeast Asia, and like many other countries, has experienced an increase in cyber threats and attacks in recent years. Consumers in Bangladesh face many of the same cyber threats, such as phasing attacks, malware, data breach, and other types of cyber security threats over online shopping. As a result of these cyber threats, online consumers are increasingly concerned about online security risks which may impact their willingness to engage in online shopping. Therefore, it is essential to identify critical factors of cyber security that impact consumers' attitudes toward online shopping to mitigate cyber risk and improve consumer trust in online shopping. This paper provides the result of a research study that will provide a better understanding of factors that influence consumers' trust and engagement with online and E-commerce platforms in Bangladesh. Analysis of the data indicates that demographic factors such as gender, age, education, and income level do not influence consumer attitudes toward online shopping. Employment status, knowledge about cyber security, website quality, and secure payment system, data privacy concern some of the key factors that influence consumer attitudes toward online shopping. This study also identifies that consumer has developed their perception of cyber security and enhanced their knowledge during the global pandemic ofCovid-19 and they are willing to continue the same pattern after the pandemic ends.
    Date of Award2023
    Original languageEnglish
    SupervisorMasoud Mohammadian (Supervisor) & Abu Barkat Ullah (Supervisor)

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