The Research On Network Data Security Fa

The Research on Network Data Security Factors Influencing Online Retail, 1
E-‐commerce and Future Virtual Shopping Malls
The Research on Network Data Security Factors Influencing Online Retail,

E-commerce and Future Virtual Shopping Malls
Sunil Ladekar
Department of Technology Systems
College of Technology and Computer Science
East Carolina University, NC, USA 27858
Email: ladekars13@students.ecu.edu; sladekar@gmail.com
DOI SL.11.22.2013

ABSTRACT- Using Computer Network Technology for Online Retail and E-commerce has
changed economically and technologically. With the development of network technology, data
security, e-banking, electronic commerce and e-marketing had been formed and developed
gradually. The number of Internet users has started to increase in all around world. More users
are on the network for online shopping now than ever before. And Network and data storage
security is always the high priority. Nature of online transaction is always a concern due to result
from insecurity, hackers, unsecured network transaction as well as trust. Online shopping and
Future Virtual Real 3D simulated shopping malls could become a predominant source of
shopping method, if the barriers associated with hacking personal information, protecting credit
cards transactions, insecurity in networking, trust and customer’s protection are tackled. The aim
of this research is to study the Network Data Security factors influencing users buying intention
through Internet shopping and virtual stores in all around the world. Compatibility, usefulness,
ease of use, network and data security has been found to be important predictors toward attitude
in on-line retail shopping, E-commerce business and for future network enabled virtual shopping
malls.
Keywords- Network Data Security, Technology acceptance model, Security awareness,

virtual shopping malls, real 3D simulation, Perceived usefulness and ease of use, Intention to
shop online, online banking and E-commerce.
I. INTRODUCTION
Network and Data Security in Online Retail is very important to protect buyer’s
information. The buyer can select the items, which they wish to purchase. The bill generated as
soon as the buyer clicks the deliver button. Encryption and decryption algorithms are used at the
client and server ends for a secured data transfer. The data will be encrypted and sent to the
server. The server will then decrypt the data and use it for the further processes.
Online shopping is a growing area of technology. Establishing a store on the Internet,
allows for retailers to expand their market and reach out to consumers who may not otherwise
visit the physical store. The convenience of online shopping is the main attraction for the
consumers. Unique online payment systems offer easy and safe purchasing from other
individuals.
Electronic consumers exhibit different buying behaviors such as; cart abandonment. The
benefits of shopping online also come with potential risks and dangers that consumers must be
aware of. To tackle these problems, the solution must be in the application layer through
DOI SL.11.22.2013

cryptology. The users are called clients with data kept on a file server, and the whole
arrangement is called client server method. Encryption and Decryption algorithms are placed at
both the client and server ends for the secured transfer. In the future, we can expect online &
virtual stores to take off and to improve the technology tremendously, allowing for an easier and
a more realistic shopping experience. Due to network security threat, user acceptance is one of
the key fundamentals for development and success of virtual fitting room and Virtual Shopping
Malls. This paper has describe the integration of TSA-scanner with embedded Real 3D
simulation model and perceived risk into a comprehensive model of online virtual fitting room
adoption. It indicates performance expectancy; effort expectancy, social influence and perceived
risk all have a significant impact on online virtual fitting room intention.
Security concerns and privacy concerns were shown to significantly influence perceived
risk and implications. Using secured and encrypted network for research and practice are
discussed for future online and virtual shopping malls. In the future, it is likely that online
services using data network, voice network, and perhaps TV network will be far more integrated
and virtualized than they are today. At a fundamental level, one can regard such a network of
networks as simply another network utilizes for Virtual Retail Store (See Fig. 1.1 – 1.5).
II. CURRENT USE
The Internet is a global system of interconnected computer networks that use the standard
Internet protocol suite to serve several billion users worldwide and dramatically using for online
shopping. It is a network of networks that consists of millions of private & public, networks, of
local to global scope, that are linked by a broad array of electronic, wireless and optical
networking technologies.
Retail online stores usually consist of several department areas with the merchandize
organized accordingly. The consumer may view the products’ picture, clothing, item details,
materials, sizing, etc. online from Internet network. If the consumer chooses to add the item to
his or her shopping cart, they are usually given the option to continue shopping or proceed to
checkout. Once the consumer proceeds to checkout, the credit card transaction is completed and
the item is prepared, purchase invoice delivered to buyers via electronic email via network and
product shipped from the retailer to the consumer.
Many physical retail stores have expanded their market by using the Internet. By having
both a virtual store and a physical store, companies get the best of both worlds. Stores that are
marketing their products in both areas can take advantage of the high demand for online
shopping availability. The ability to shop for products online gives consumers the option to
purchase goods off of the Internet with the convenience of not even leaving his or her home.
Others; however, still enjoy and prefer to go into a physical store to make purchases. For some
consumers their method of purchase is physically going to the store is not because of a
preference but because of generation gap.
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In order to shop online, the consumer must be relatively familiar with computers and how
to navigate the Internet. Internet retail stores target a specific age group. This is the first
generation to grow up surrounded by digital media, network, data storage, data communication
network and the Internet. The online market is a new innovation for older generation so they are
less familiar with online shopping, online retailers market has more potential and in order to be
successful and profitable.
Also rising in popularity, online shopping websites that allow consumers to sell and
purchase to each other. Online Payment Systems have made shopping online much easier with
SecurePay, SSL is a method of encryption used to secure traffic and more consumers are gaining
access to the online payment or banking systems. The SecurePay online payment gateway
utilizes a 128-bit SSL certificate from VeriSign, this level of encryption is currently considered
unbreakable. SSL, or Secure Sockets Layer, is a method of encryption used to secure traffic
between web browsers and servers. SSL encrypted traffic is unable to be intercepted by third
parties between the client and the server, a private channel is created. SSL certificates are
available from a huge range of providers and are in wide use on the Internet today. This payment
option allows for safe transactions between two private parties.
Network and Data security enhancement with embedded encryption is very important key
that is because the Internet carries an extensive range of information about shoppers, user’s
physical body information, resources and services, such as the inter-linked hypertext documents
of the World Wide Web (WWW), the infrastructure to support email, electronic data transfer,
inter-communication on wide area of networks and peer-to-peer networks.
III. POTENTIAL PROBLEMS TO CURRENT AND FUTURE USE
It is important for consumers to use caution when visiting virtual or online shopping
centers. The convenience of online shopping could pose a potential threat to those with addictive
personalities because Virtual Dressing Room and Online purchase via website or via virtual 3D
simulated shopping centers are on network and available 24/7. Because of the easy accessibility
and simple click of a button to choose & purchase goods, shopping addictions could be a serious
danger of online shopping. This habit can lead to financial and domestic problems in the
household or if the network is not secured then hackers may try to steal the information of
regular shoppers.
Currently making purchases online means is always the threat to buyers and their
personal information. Also in future, buyers’ will use various virtual shopping systems for size
recommendation services for clothing purchases, Body scanners, simulated pictures, fitting room
with real 3D simulation, dress-up mix-and-match features, photo accurate and 3D shopping carts.
Online shopping makes picking out items a quick process. It makes picking out items so quick
that consumers have the tendency place more items in their cart than they are capable of paying
for. Consumers shopping online exhibit an odd behavior of abandoning their shopping carts
instead of proceeding to checkout. This behavior would be very unlikely to see in a physical
store. While physical shopping carts are used in actual stores with the intent of purchasing the
DOI SL.11.22.2013

product in the cart immediately, retailers cannot assume that their website patrons use their carts
to purchase a product immediately. Many online shoppers use their shopping cart as a type of
“wish list”. They frequently utilize the Internet or in future they will use virtual dressing room as
a tool for fitting/changing room & clothing purchases, windows shopping and product
comparison. Shoppers add their items that they would like to buy and, instead of proceeding to
check out, abandoning his or her virtual shopping cart to rethink the possible purchase.
This behavior of abandoning a shopping cart is not seen very often in physical stores.
This is a problem very much characteristic of online retail store or in future in a network enabled
virtual dressing rooms, consumers are always on unsecure side. If this problem is not given
proper examination and paid attention to, sales profit may decrease quite a bit. Retailers will
need to study the differences between online consumer behaviors and virtual shopping centers on
network versus in-store consumer behaviors. It is important for the online retail and/or virtual
shopping/dressing room companies to learn about consumer behavior so that they can make
changes accordingly to increase productivity.
In future, Virtual dressing room on the network, it will be always risk of network attacks,
data security breach and user’s information going to the hacker’s custody. Automatic target
detection (ATD) technology will be used in Virtual Dressing Room which will need ensures
shopper’s privacy by highlighting threats and anomalies using a generic mannequin that
resembles a human outline. That is because there will be a 3D images are generated for dress-up
mix-and-match and stored in cloud or virtual storage.
Online Identity and user’s rights will be always the concern. A potential problem, hackers
can compromise a user's or online shopping on web or virtual shopping mall system by getting
them to visit a malicious sites which exploits vulnerabilities in the browser or other software or
in real 3D simulation systems. The problem for hackers is getting users to visit those sites, and
one way to do that is to compromise legitimate and well-known sites, virtual centers, and then
adding links or specific virtual shopping centers IP addresses from those sites to the malicious
destinations. These links give the malicious sites a better "page ranking," making them appear
earlier in search engine results or in hacker’s tools.
IV. FUTURE USE
New Technology uncovers a bevy of new screens, sensors, and even TSA-style scanners
embedded with real 3D simulation will be use by online & virtual shopping retailer that could
alter the way we shop in person today. These will be on the network so that if the person sitting
at home wants to know what his family is purchasing and how it looks is an option using this
technology. These scanners will find out the information about you and it will be using for
Virtual dressing room (also often referred to as virtual fitting room and virtual changing room).
A company that wants to market their items online can establish an online store by
developing a website and/or virtual stores with real 3D simulation. The online & virtual market
is a new innovation for older and future generation, but virtual room on Internet network or
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virtual shopping mall with real 3D Simulation on secured network concepts will be more
interactive and shopper’s friendly.
(a) Secured Network Topology for Future Online and Virtual Shopping Mall
Internet service providers connect customers, which represent the bottom of the routing
hierarchy, to customers of other ISPs via other higher or same-tier networks. At the top of the
routing hierarchy are the Tier 1 networks, large telecommunication companies which exchange
traffic directly with all other Tier 1 networks via peering agreements. Tier 2 networks buy
Internet transit from other providers to reach at least some parties on the global Internet, though
they also engage in peering. An ISP can use a single upstream provider for connectivity, or
implement multihoming to achieve redundancy. Internet exchange points are major traffic
exchanges with physical connections to multiple ISPs.
Computers and routers use routing tables to direct IP packets to the next-hop router or
destination. Routing tables are maintained by manual configuration or by routing protocols. End-
nodes typically use a default route that points toward an ISP providing transit, while ISP routers
use the Border Gateway Protocol to establish the most efficient routing across the complex
connections of the global Internet.
Large organizations, such as Online & Virtual Shopping Industries, Virtual Small
Businesses and Large Retail enterprises, can perform the same function as ISPs to connect to
their Virtual Fitting Rooms, engaging in peering and purchasing transit on behalf of their internal
networks. Core networks tend to interconnect into large sub-networks such as Virtual Shopping
Centers or Virtual Retail Stores.
DOI SL.11.22.2013

Figure 1.1 Network of Interconnected networks for Users and Retailers
(b) Secure Network Topology Concept for Virtual Shopping Centers
In Network Technology, the Internet has made large amounts of information available to the
average computer user at home, business, online shopping & in retail industries. For many
people, having access to this information is no longer just an advantage but it is essential. Yet
connecting a private network to the Internet can expose critical or confidential data to malicious
attack from anywhere in the world. Users who connect to the Internet must be aware of these
dangers, their implications and how to protect users data and business critical systems. Firewalls
can protect both virtual retail sites and corporate networks from hostile intrusion from the
Internet, but must be understood to be using correctly.
DOI SL.11.22.2013

Figure 1.2 Network Topology for Virtual Retail Store with Real 3D Simulation
(c) Secure Back-end Network Storage and Mobile Network Topology for High Availability
and Disaster Recovery in Online Retail and Virtual Shopping Industries
Virtual Shopping Malls and Online Retail Stores will be depending more than ever on the
availability of their Information Technology, and most mission critical business processes are IT-
based. Business Continuity is the ability to do business under any circumstances and is an
essential requirements faced by modern online shopping providers. These Both concepts - High
Availability and Disaster Recovery are realized by redundant systems and this Network platform
performs the important role on encryption, online backup, storing, retrieving and providing
information without any outage.
DOI SL.11.22.2013

Figure 1.3 A Back-End Storage Network and Mobile Network Topology
This new innovations will transform online shopping, as we know it. New technology has
allowed websites to add virtual mirrors, shopping guides, and mannequins; however, there is
more in store for the future. In the future, consumers can interact with the screen to select outfits
for an avatar. One of the down sides to shopping online is that it is that you cannot try on the
clothing before you purchase the merchandise. If virtual avatars in online clothing stores are
accurate enough to simulate the users individual body, or fitting room with real 3D simulation in
virtual shopping malls, the need for larger physical stores may decrease. Having interactive
technology like this will increase the amount of shoppers that use online stores over traditional
physical stores. Such comprehensive simulation is an e-business system that makes the
customers feel like they are personally on the scene. We can expect online retail to continue to
grow and be a successful way to market products.
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(d) The Future of High Tech Shopping Center
(Future of Virtual with 3D simulation dressing room, Virtual fitting room, Virtual changing
room & Virtual Online Shopping Center with Data & Network Encryption on-wire)
Figure 1.4 Future of High Tech Shopping Center
The online retailers try their best to keep up the consumers’ needs by constantly making
various improvements and changes to their online stores. Website layout, easy user ability, and a
product in demand have, in the past, been enough to keep an online store profitable. This is not
the case anymore. Because consumers are beginning to grow of the mainstream online shopping
stores, online shopping websites but tired of walking in the stores physically. Using this virtual
shopping mall with real 3D simulation on network concept will be looking to attract more
customers by making these changes. Customers with a virtual wallet for online global shopping
and online stores with real 3D simulation, empowering a new segment of consumers to buy
products and services on the web or from virtual shopping centers' without the use of a credit
card.
For online & virtual shopping malls, An automated online assistant is a program that can
use artificial intelligence to provide customer service or other assistance on a website or virtual
fitting rooms. Such an assistant may basically consist of a dialog system, an avatar, as well an
DOI SL.11.22.2013

expert system to provide specific expertise to the user. Automated online assistants will have the
ability to provide customer service during 24 hours a day and 7 days a week, and will be a
complement to customer service by humans. Automated online assistant will produced a
decrease in the workload for a human-provided call center.
In terms of privacy, online civil rights advocates, in contrast, argue that there is no need
for a privacy-invasive system because technological solutions, such as reputation management
systems, are already sufficient and are expected to grow in their sophistication and utility.
V. Implementing Hierarchical Model for Virtual Retailer’s sites
Hierarchical Model has a specific role in Network Technology in terms permitting traffic
aggregation and filtering at three routing and switching level, which makes the model more
scalable to large worldwide Internet works that is very important and provides network security
for Online Business. The core layer provides seamless transport between sites, the distribution
layer connects network services to the access layer, and implements policies regarding security,
traffic loading, and routing. In WWW or WAN design, the access layer will consists of the
routers at the edge of the main shopping distribution site networks. In a main shopping
distribution site network, the access layer provides switches for Virtual Retail Center access
(refer to as an e-retailer or virtual retailer).
Figure 1.5 Hierarchical models for Network Design
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VI. Conclusion
This paper proposed a concept, model and processes of network security design and
implement security prototype system based on network topology in Online Retail and future of
Virtual shopping Malls and Virtual fitting rooms.
Online shopping has become extremely popular over the last decade. Utilized mostly by
everyone, this service is extremely convenient. Although online shopping can be very convenient
and beneficial there are also some potential problems that can arise. Consumers have been seen
to exhibit different buying behaviors when shopping online than when they are shopping in a
physical store. This makes it imperative that retailers study the behaviors of consumers and make
changes in order to remain profitable and successful. Another potential problem that can arise
from online & virtual shopping is addiction and unsecure. The convenience of online or virtual
shopping that can be seen as very beneficial, can also lead to an unhealthy addictive pattern of
behavior. If the person does not seek help, this unhealthy pattern, can result in an online
shopping addiction, causing more than financial damage. In the future, we can expect online
stores to improve their technology tremendously, allowing for an easier and a more realistic
shopping experience online. The technology of online shopping websites with the help of secure
data network will continue to grow and, as a result, will expand the online shopping, Virtual with
Real 3D simulation shopping centers and benefiting thousands of consumers over the world.
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The Research on Network Data Security Factors Influencing Online Retail,

Department of Technology Systems

College of Technology and Computer Science

East Carolina University, NC, USA 27858

Email: ladekars13@students.ecu.edu; sladekar@gmail.com

Keywords- Network Data Security, Technology acceptance model, Security awareness,

II. CURRENT USE

III. POTENTIAL PROBLEMS TO CURRENT AND FUTURE USE

IV. FUTURE USE

Figure 1.1 Network of Interconnected networks for Users and Retailers

(b) Secure Network Topology Concept for Virtual Shopping Centers

Figure 1.3 A Back-End Storage Network and Mobile Network Topology

Figure 1.4 Future of High Tech Shopping Center

V. Implementing Hierarchical Model for Virtual Retailer’s sites

Figure 1.5 Hierarchical models for Network Design

[9] N. Kokkalis, L. Ferres, J. Barnett , (2013), ACM Transactions on Computer-Human

[11] Danielle Filson, (June 2012), Virtual Fitting Rooms, Website:

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