Role of Web Infrastructure in Influencing Security Concerns and Purchase Intention of Online Customers

The paper is a conceptual study exploring the effect of various dimensions of website infrastructure on customer risks and purchase intention in online buying environment. The dimensions related to website infrastructure or website quality identified in previous studies are extensively reviewed to develop a comprehensive model of causal relationship between the website quality, customer concerns and purchase intention. Perceived trust, privacy, product issues and transaction related concerns are the security concerns considered for the study. E-commerce has been widely accepted across the world as the main buying platform. India alone has witnessed an increase in number of online customers from. Competition in online selling space is increasing rapidly, forcing sellers to adopt strategies that provide them a competitive edge and secure loyal permanent customers. Low cost of switching to other website is a main challenge. sellers are consistently formulating assurance strategies to mitigate fears and risks of customers to enforce trust and encourage positive purchase intention. Website infrastructure is an important element that connects sellers and buyers in e-commerce. It communicates the crucial information regarding the polices, practices, products or services displayed on website. The quality of website plays an important role in reducing customer concerns in online buying environment.