Investigate the Role of Secure Socket Layer (SSL),Presence of Https:// URLs Protocol and PerceivedPrivacy Protection(PPP) on Internet ConsumerBehaviour

The open and global nature of the Internet as a transaction infrastructure create uncertainty around on-line transactions, and this poses trust and risk as crucial elementsof e-transaction. In this study, we examine an important factor that affects consumers’ acceptance of business-tocommerce (B2C) and the antecedents of consumer trust onInternet consumer behavior. Inadequate protection of personal data, credit card information creates barriers to information exchange and raises risk levels. All of thesestress the roles of trust and risk in promoting e-transactions for successful e-commerce. This research evaluate the role of secure socket layer (SSL), presence of Https:// URLs and Perceived Privacy Protection(PPP) on Internet consumer behavior and this is causal research. In this evaluation we use trust-based consumer decision-making model, datas collected from 420 Internet consumers via questionnaire tool and for test the proposed model using a Structural Equation Modeling technique with by LISREL 8. 54 software. The results of the study, show that Perceived Privacy Protection(PPP), Perceived Security Protection(PSP) have strong impacts on Internet consumersʹ trust and perceived risk. Internet consumersʹ trust and perceived risk have strong impacts on their purchasing intention