Cybersecurity and Consumer Confidence in Global Online Markets

Abstract

This article explores how cybersecurity influences consumer confidence in global online markets, addressing the key question of how security practices, privacy protections, and institutional frameworks shape trust and purchasing behavior. Drawing on a systematic literature review of peer-reviewed studies, the study consolidates evidence from information systems, marketing, and economics to map the interplay between technical safeguards, organizational assurances, and regulatory environments. The findings indicate that both functional measures such as encryption and multi-factor authentication, and symbolic signals such as security seals and transparent communication, enhance consumer trust. The discussion highlights how trust consistently mediates the relationship between security and willingness to transact, while also revealing contradictions linked to the privacy paradox, cultural differences, and the tension between personalization and privacy. The article concludes that cybersecurity should be understood not only as a technical capability but as a socio-behavioral foundation for sustaining confidence in digital markets.