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Research Paper | Marketing | India | Volume 13 Issue 2, February 2024 | Popularity: 5.4 / 10

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Evaluating the Impact of Security Measures on Customer Trust in E-Wallet Transactions

Prabhat Agarwal

Abstract: The relationship between security and user trust in e-wallet transactions is a critical topic in marketing. This study was conducted within the marketing sector to use quantitative data to substantiate this relationship. Utilizing a mixed-methods approach that combines quantitative insights from 250 respondents with the depth and richness of qualitative methods to gain a comprehensive picture of user perceptions and experiences in digital financial services. E-wallet users place a great deal of trust in their systems. The study has shown that this level of trust is stable and that encryption protocols are a focal determining factor. In the words of (Davis et al., 1989) and (Duan et al., 2019), our research aligns with these established models, signifying a positive linear correlation between satisfaction and trust level. Viewing e-wallet platforms through the eyes of these statistics is just one approach to the question of how much we trust them. Qualitatively, our study reveals three dimensions of user trust through themes of transparency, efficacy, and past security incidents. According to social exchange theories (Blau, 1964; Bauer, 1960) and customer satisfaction models (Fornell et al., 1996), these qualitative findings complement the numbers, indicating that trust in digital financial transactions is a multifaceted concept. Ethically, our research rigorously upholds the highest standards (APA, 2017) and gives priority to confidentiality and informed consent on the part of participants. In our analysis of qualitative data, we use a coding methodology in keeping with (Braun & Clarke's schema, 2006), to prove that there is a structure to this thematic categorization. Our integrated discussion contains both quantitative and qualitative research results, each informing the other and mutually informing the combined picture: that between technical security measures, and citations of incivility if you will. Suggestions for e-wallet providers include continuous improvement of encryption techniques, being frank and vigilant in terms of communication, user-friendly interfaces, and working with regulators. The implications are rich; this study guides financial market participants through the thicket of user security and experience in a whirlwind market where everything is clouded by the smoke of digital finance.

Keywords: E-Wallets, Security Measures, User Trust, Encryption Protocols, Digital Transactions, Qualitative Analysis, Marketing

Edition: Volume 13 Issue 2, February 2024

Pages: 1092 - 1099

DOI: https://www.doi.org/10.21275/SR24213155452

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