Análisis de cómo la implementación de Https y Ssl puede reducir la tasa de abandono de carrito de compras debido a la confianza percibida en la seguridad del sitio.

E-commerce has experienced significant growth in recent years but continues to face challenges such as shopping cart abandonment. One of the main reasons for this phenomenon is the lack of user trust in website security. This study analyzes how the implementation of HTTPS and SSL impacts security perception and reduces shopping cart abandonment rates. Quantitative surveys, qualitative interviews, and web analytics tools were used to measure user behavior before and after the implementation of these security technologies. The results show a significant decrease in abandonment rates and an increase in user trust, reflected in a higher conversion rate and longer navigation time on checkout pages. It is concluded that adopting HTTPS and SSL is a key strategy to enhance perceived security and optimize the user experience in e-commerce platforms.

• Hovedforfatter: Castro Montoya, Katiuska Vanessa (author)
• Format: bachelorThesis
• Udgivet: 2025
• Fag: Comercio electrónico; HTTPS; SSL; Abandono del carrito de compras; Confianza del usuario; Seguridad web; Tasa de conversión; Sistemas de Información
• Online adgang: http://dspace.utb.edu.ec/handle/49000/17890