In order to conduct online transactions, customers should reveal their personal
and financial information to e-commerce web sites. Therefore, the security
and privacy features of the web sites are considered as important factors.
Results showed that 72.6% of respondents are reluctant to reveal their
sensitive information to the e-commerce web site. In addition to this, 63.4% of
respondents believe that the endorsement of e-commerce web sites with a
security seal would positively affect their trust to conduct online transactions.
In addition to this, 72% of respondents recommend that digital companies
should use strong cryptography protocols to protect their information during
the transformation process and in web servers. Furthermore, 77% of
respondents pointed that the trusted e-commerce web site should provide a
mechanism to create a personal account for them to make sure that their
credentials are saved securely.