Consumer Perception on Security in E-Commerce Portals

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With the introduction of internet and e-commerce many companies have been performing their business transactions through e portals such as C2B (Consumer to Business), B2C (Business to Consumer) etc. Increasing technology changes has bought tremendous changes in online business transactions and /or processes (buying and selling) and currently this process has become common. Currently E-commerce portals are playing a vital role in online business and here most consumers have varying opinions or views on online transactions especially security, privacy and trust. Security and privacy are the two major aspects that drive online businesses which leads online consumers to develop trust on the e-portals. This ultimately increases the business processes. Keeping in view this as a major aspect this research investigates and discusses the varying consumer perceptions on privacy, security and trust in electronic commerce portals. AIMS AND OBJECTIVES

This research aims at discussing varying consumer perceptions on privacy, security and trust on electronic commerce portals. The intended aim is achieved through following objectives * Analyze consumer perceptions on varying characteristics of e-commerce portals * Examine the various factors that influence consumer trust and privacy on e-commerce portals * Identify the antecedents and consequences of online consumers privacy concerns * Examine how various security factors affect consumer perceptions towards e-commerce portal BACKGROUND OF THE STUDY

The competition is on the increase in this highly advanced segment of marketing, both in number and intensity. More number of websites or portals are offering their services/products with lot of value additions and better quality. Selling of the services or goods, groceries, clothes, music, travel, tickets, hardware, gifts, flowers, books are a part of the e-merchandise. Insurance, smart cards, debit cards, financial services, credit cards, internet banking, banking machines etc., are a part of the e-finance products. If any website seriously intends for retention of it existing customers (in addition to attractive more number of new customers), they need to incorporate in their marketing strategies the relationship paradigm (Hsu, Li-Chang & Wang, 2008; Walczack et. al, 2006). Internet Effects on Trade and Commerce

Utilization of the internet has become one of the important marketing channels and medium. In this scenario, it is the responsibility of the Managers to efficiently manage the scarce marketing resources under the purview of the internet channels in order to improve the sustainable customer relationships. Every business entity needs to focus on the customer’s perception of improving the security, in order to maintain long term relationship. This is an important aspect in view of the fact that the customers depend on the internet for gathering the information as well as for purchases online and become very loyal to the company or a particular brand of the product they are interested in (Bart, 2005). Web Site Designing - Crucial Concerns

Designing of a website is one of the critical parts of internet marketing strategies as well in addressing the security concerns of the customers/consumers. The characteristics that are generally emphasized in the website categories are navigation, privacy and security (or the trust). (Bart, 2005). A website needs to be viewed as a virtual store from the consumer’s standpoint and needs to gain customer’s trust in order to create a meaningful shopping experience. A consumer’s online interaction through the website can be co-related to the experience at a store in person. Naturally, consumers develop perceptions of trust basing on their website interaction and experience. However, the trust of a consumer developed on the website depends on the extent of confidence on the security and safety of the...
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