Comparative Audit of Algorithmic Trust, Affective Dissonance, and ‘Synthetic Trust’ in the Indian Digital Retail Ecosystem

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The rapid evolution of the Indian digital retail ecosystem has restructured traditional models of consumer trust, replacing human-centric service recovery with high-velocity algorithmic fulfilment. Drawing upon Expectancy Disconfirmation Theory, this study conducts a cross-sectoral algorithmic audit of 60,000 authentic consumer grievances to investigate the relationship between ‘Synthetic Trust’ and affective dissonance across traditional e-commerce, planned e-grocery, and hyper-local quick-commerce platforms.

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