Supervisor

Fawzi Abulsalama

Programme

MA in International Business

Keywords

Digital Payment Trust, Perceived Cybersecurity, Cross-Border Purchase Intention

Abstract

This study examines how digital payment trust and perceived cybersecurity influence Indian consumers’ intention to shop cross-border online through Reliance Retail’s AJIO. The research used a quantitative cross-sectional survey of 59 Indian adults with online shopping experience. Data were analysed in SPSS using descriptive statistics, reliability testing, Spearman’s rank correlation and supplementary linear regression. The data analysis showed that trust in digital payments was the most influential of all factors on cross border purchase intentions. In addition to being positively associated with purchase intentions (and the only factor positively associated with purchase intentions), trust in digital payments is also the only variable significantly predicting cross border purchase intentions. Although there was no association between perceived cybersecurity and purchase intentions (other than as a moderate correlate of trust in digital payments), this does suggest that a consumers' perceptions of an e-commerce site's level of cybersecurity will influence their willingness to make a cross border purchase mainly through enhancing their perception of the sites level of trust at the point of payment. Therefore, AJIO should implement a "trust first" approach when creating its checkout process. Visible security measures and/or clearly communicated refund options could help to enhance consumer confidence. Finally, AJIO should develop better mechanisms to address consumer grievances, including clear contact information.

Date of Award

2026

Full Publication Date

2026

Access Rights

open access

Document Type

Capstone Project

Resource Type

thesis

Digital Object Identifier (DOI)

https://doi.org/10.63227/652.299.166

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Business Commons

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