A Conceptual Approach on the Influence of Website Encryption and Authentication on Customers’ perceived Security and Purchase Intention

Despite the rapid development e-commerce technologies in the recent decade, still there are many barriers are cited by researchers as the challenges of e-commerce diffusion. This study refers to different wellrecognized models and theories such as social exchange theory, technology acceptance model, Delone and McLean (1992, 2003) models of information systems assessment, information processing theory and environmental psychology to study the influence of customers’ perceived authentication and encryption features of a Website on the customers’ perceived security, and the influence of customers’ perceived security, perceived privacy, ease of use and information presentation on the customers’ use in a B2C context.