Impact of Web Assurance Mechanism on Purchase Intention of Products on E-commerce Websites: Mediating Role of Trust and Customer Security Concern

Electronic commerce is a sort of commercial where all dealings take place online and no physical meetings between the buyer and seller are necessary, unlike traditional commerce. This paper’s main objective is to investigate the elements affecting consumers’ decisions to purchase products through a web assurance mechanism. The research study adds to the investigation of how consumer trust in service and customer security concern plays a mediating role between web assurance mechanism and purchase intention and provides important direction for researchers in this field. Based on these variables and the environment of the web assurance mechanism in India, the hypothesis was developed. Using the purposive sampling technique respondents are taken from the tri-city of India through a structured questionnaire. The responders who commonly use e-commerce websites to acquire products and services were taken into account.