Consumer Perception on Security in E-Commerce Portals

CONSUMER PERCEPTION ON SECURITY IN E-COMMERCE PORTALS ABSTRACT 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†¦show more content†¦The level of satisfaction derived by a customer by a portal depends to a great extent on the authenticity and believability of the information offered by a portal (Bart et. al., 2005). Privacy Vs Freedom of Information Every individual has a right to retain the information of their own tax, medical and other government related documents and this highly sensitive and personalized information is not revealed by the hospitals/doctors, financial institutions, business parties or the government agencies to irrelevant third parties. The Capitalistic societies are trading with the personal data as a saleable commodity (Jan, 2005), resulting in the privacy and free market policies being at odds with each other. Advanced data management technologies have resulted in sophisticated â€Å"Consumer database and management systems† which in turn has become a fast growing and highly profitable business activity by itself. Data stored digitally has an indefinite span of life; because of which, consumers are apprehensive about their personal information being shared with unintended third parties (Warren amp; Brandies, 1890). In the present day context, the â€Å"rights to privacy† is directly conflic ting with the â€Å"freedom or the right to information† being implemented by various democratic societies (Udo, 2001). Protection of the individual personal identifiable information is covered under the privacy. This is one of the major key drivers of online trust. 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