FACTORIAL INFLUENCE ON CONSUMER SECURITY AND SERVICE QUALITY IN E-COMMERCE

nsuring consumer safety and comfort in the field of e-commerce requires a comprehensive approach that takes into account numerous critical factors. It has been proven that cybersecurity, including protection against fraud, phishing attacks, transaction encryption, and multi-factor authentication, is fundamental for safeguarding consumers’ personal data. It is justified that data privacy—covering privacy policies, access control management, and data anonymization— enhances user trust in the platform. It is argued that compliance with legal requirements such as GDPR, regular security audits, and physical security (including warehouse protection and access control) contributes to protecting consumer interests. An intuitive user interface design, easy navigation, and mobile responsiveness improve the user experience (UX), which also depends on page load speed, ease of checkout, and the quality of search functions. Other important aspects include information accessibility (detailed product descriptions, reviews, and transparent pricing), as well as payment options that ensure payment method variety, system reliability, and transaction security. It is substantiated that delivery speed, order tracking, and flexible delivery conditions significantly influence customer satisfaction. Postpurchase services—such as simple return/exchange procedures, accessible customer support, and warranty service—are key to maintaining consumer trust. Loyalty and personalization (including loyalty programs, personalized offers, and purchase history analysis) enhance customer satisfaction and retention. Feedback mechanisms—including the ability to leave reviews, prompt response to inquiries, and regular customer surveys—enable companies to better understand their clients’ needs and improve their services. Ensuring consumer safety and comfort in e-commerce involves consideration of various factors, including cybersecurity, data privacy, legal compliance, physical security, user interface (UI), user experience (UX), information accessibility, payment options, delivery, after-sales service, loyalty, personalization, and feedback. Companies that invest in these areas can increase customer satisfaction and trust, contributing to customer loyalty and sustainable business development. High standards of service and security across all these dimensions create competitive advantages in the e-commerce market.