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.
credentials are saved securely.
From these findings the researcher can infer that security and privacy features
are two significant factors for customers to trust an e-commerce web site.
In section 2, the researcher pointed that TAM can be used to explain the
behaviour of online customers towards their online transactions. For this, the
study concentrates on the technology factors of e-commerce web sites. The
study shows that 65.3% of respondents think that easy and good design of web
site would positively affect them to place an online transaction using the web
site. With regard to e-commerce web sites design features like attraction and
using multimedia features in e-commerce web sites, the study shows that
using such features would not affect e-customers’ decision towards their
online transactions. However, 71% of respondents recommend that the
e-commerce web site should include some tools that enable them to make a
type of interaction with the digital company. This can be done by providing
the web site with a chat tool or an e-mail tool. This mechanism can alleviate
their concerns regarding their online transactions and the risk that might arise
from the digital company. Based on these results, the researcher can suggest
that e-commerce web sites should include some tools that enable online users
effectively communicate the digital companies to exchange information and
enhance the possibilities of building a trust relationship with online customers.
Based on these results, the researcher suggests that e-commerce web sites
should be designed well in order to be trusted.