Internet (web) transactions are subject to numerous information security threats. Consumers‟ trust is fundamental in web transactions and is influenced by perceived information security. The primary factor/reason causing consumers lack on e- business is perceived security risks associated with online transactions. There is a certain relationship between electronic security concerns and customer online shopping attitudes and behavior. Customer security in e-business environment is an on going research issue especially in current electronic marketing field. A marketing strategy can strengthen of reduce the security of an information security company The purpose of this paper is to try to identify, illustrate and analyze the current and future directions in consumer issues and concerns of perceived risk of information security. Also to illustrate the current status of security issues, concerns for online buying shopping attitudes and behavior.
Current rapid technological achievements and developments that are observed especially in the last decade have
operated online through websites and internet applications, contributing to the extent of e-business a one of the most
essential commercial tool. But that does entail that all consumers are participating in online transactions as part of
the Internet boom. Online shopping is the process where consumers purchase products or services simply by using
the Internet. The act of shopping through the Internet raises questions about consumers/customer prothesis to shop
online. Although the Internet has great potential for consumer value, there seems to be a discrepancy between the
number of consumers who visit a website and the number of actual purchases being made (Ab Hamid, 2008)
(Chuleeporn & Corpus, 2006). Furthermore, e-business and in parallel intention to shop online is still problematic
due to lack of trust and perceived security risk of on line transactions. Because buyers are capable to have physical,
tangible proof of the goods in advance, they always perceive a greater risk than shopping brick-and-mortar (Sheng
& Liu, 2009). The issue then is how to effectively and efficiently induce a sufficient level of initial online trust so
that successful transactions can be fulfilled and the e-market to stay competitive (Wu et al., 2010). Thus, marketers
effort need to be concentrated to the design of web sites in such a way that they can communicate with their
consumers effectively, efficiently and it most of all secure (Mann & Sahni, 2011). Websites according to (Flanagin & Metzger, 2007 ion repositories that represent organizational or individual
Websites must relate to characteristics as confidentiality, integrity, availability (CIA model) of information, nonrepudiation of communication and protection of personal privacy.
Tian et al., (2010) indicate that the majority of literature about security in e-commerce is mainly focused on
perceived security risks in eonline transactions as well as the protection of financial information that accompany the transaction from
unauthorized access and further is categorized into financial security (concern about providing financial
information) and non-financial security (relating to revealing personal information) (Limbu et al., 2011).
determined by several perceivable factors, such as the perceived
Knowledge, Controllability, Awareness, Severity and Possibility, which is different from the real security level of an
information system (Huang et al., 2011). Consumers are reluctance to complete a simple online purchase primarily
due to risk concerns and this sets perceived risk as a prominent barrier (Ming-Chi, 2009). From the perspective of
Soumya et
al., 2011). Threats to assets are interruption, interception, modification and fabrication (in retailing or service firms,
interruption is most significant) (Yeh & Jung-Ting Chang, 2007). Information security countermeasures involve
various methods (e.g. physical, procedural, hardware, software, and personnel methods) that are employed to detect,
prevent or minimize losses associated with the threats to an information system (Zhang et al., 2009). The virtuality
and consequently the lack of control, cause great uncertainty and risk to e-(and m-)commerce and the sequent
2011). Security, which involves a complex interaction between technical, organizational and behavioral factors like has a positive influence on the intention to purchase online (Roca et al., 2009) (Amitava & Rahul, 2008). Security is
protection against such threats and is mainly concentrated in a technical ways while trust and risk are related more
adjustable to human concepts. Information security in business context the
subjective probability with which consumers believe that their personal information will not be viewed, stored or manipulated.
