IMPACT OF SECURITY AND PRIVACY ISSUES IN INTERNET MARKETING-A STUDY

Purpose of the study is to analyze security issues which have an impact on the online shopping buying behavior of the customer. Also highlights the factors which helps in retaining the online customer. The survey is conducted with 175 consumers. A Questionnaire was designed with 5 points Likert scale (Strongly agree - 1 to strongly disagree – 5) and ranking. The article also focuses on the relationship and the significance between securities versus online purchasing. For effective analysis, statistical tools like factors analysis and correlation test are performed