Exploring the role of cybersecurity awareness programmes in building e-commerce consumer confidence in South Africa

Date
2023
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Abstract
This study explored the role of cybersecurity awareness programmes in building e-commerce consumer confidence in South Africa. Given the rise of cybercrime worldwide, consumers are cautious of using e-commerce platforms. This research aimed to understand the extent to which cybersecurity awareness programmes build consumer confidence when transacting on e-commerce platforms, and how cybersecurity awareness programmes influence e-commerce consumer confidence. A quantitative method was followed to obtain the results where a structured survey was distributed on social media platforms, WhatsApp messaging platform, and via email, by requesting respondents to answer questions on the following variables: Cybersecurity awareness programmes, Consumer confidence: Motivation, and Consumer confidence: Security and Privacy. There was a total of 297 responses collected for this study, of which only 250 (84%) met the inclusion criteria. The results indicate that consumers are influenced by cybersecurity awareness programmes to shop more on these platforms and this is done by communicating with consumers by displaying messages on the platforms and sending messages to e-commerce consumers to increase their cybersecurity awareness levels and confidence.
Description
A research report submitted in partial fulfilment of the requirements for the degree of Master of Management in Digital Business to the Faculty of Commerce, Law and Management, Wits Business School, University of the Witwatersrand, Johannesburg, 2021
Keywords
Cybersecurity awareness programmes, Consumer confidence, Security and privacy
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