Seguridad digital en la compra de productos por plataformas online: confianza y protección para los consumidores Guayaquileños

Abstract

The current digital environment, driven by the widespread use of digital platforms, has fostered the sustained growth of e-commerce in Ecuador. However, this development has also increased the risks associated with fraud and online scams. In this context, the objective of this study was to analyze digital security in online purchases, aiming to build trust and protection among consumers in Guayaquil. To this end, a mixed-methods (quantitative and qualitative) study was conducted. Surveys were administered to 384 consumers who use digital platforms to identify the main risks and vulnerabilities they face when purchasing products online and to determine the levels of trust consumers place in these platforms. Additionally, cybersecurity experts were interviewed to evaluate the security systems that platforms implement for data protection and payment transactions. The main findings show that over 51% of respondents maintain a neutral perception of trust when making online purchases. Furthermore, the main risks identified are digital fraud and scams. In conclusion, digital security significantly influences consumer confidence, making it necessary to adapt cybersecurity standards aimed at strengthening a safer environment for e-commerce in Ecuador.