Information Technology Reference
In-Depth Information
The CardersMarket was a Web site where people's stolen credit card information was
bought and sold like a commodity. Purchasers either sold the information to others or
used it to make fraudulent cards for in-store purchases that were sold on auction sites to
generate cash. After stealing tens of thousands of credit card numbers, the person who ran
CardersMarket was indicted on wire fraud and identity theft charges carrying a maximum
of 40 years in prison and a fine of $1.5 million.
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Companies must be prepared to make a substantial investment to safeguard their
customers' data privacy or run the risk of losing customers and generating potential class
action law suits should the data be compromised. Most Web sites invest in the latest security
technology and employ highly trained security experts to protect their consumers' data.
Lack of trust in online sellers is one of the most frequently cited reasons for consumers
not willing to purchase online. Can they be sure that the company or person with which they
are dealing is legitimate and will send the item(s) they purchase from them? What if there is
a problem with the product or service when it is received—for example, if it does not match
the description on the Web site, is the wrong size or wrong color, is damaged during the
delivery process, or does not work as advertised?
Online marketers must create specific trust-building strategies for their Web sites by
analyzing their customers, products, and services. A perception of trustworthiness can be
created by implementing one or more of the following strategies:
•
Demonstrate a strong desire to build an ongoing relationship with customers by giving
first-time price incentives, offering loyalty programs, or eliciting and sharing customer
feedback.
•
Demonstrate that the company has been in business for a long time.
•
Make it clear that considerable investment has been made in the Web site.
•
Provide brand endorsements from well-known experts or well-respected individuals.
•
Demonstrate participation in appropriate regulatory programs or industry associations.
•
Display Web site accreditation by the Better Business Bureau Online or TRUSTe
programs.
Here are some tips to help online shoppers to avoid problems:
•
Only buy from a well-known Web site you can trust—one that advertises on national
media, is recommended by a friend, or receives strong ratings in the media.
•
Look for a seal of approval from organizations such as the Better Business Bureau Online
or TRUSTe (see Figure 8.4).
•
Review the Web site's privacy policy to be sure that you are comfortable with its
conditions before you provide personal information.
•
Determine what the Web site policy is for return of products purchased.
•
Be wary if you must enter any personal information other than what's required to
complete the purchase (credit card number, address, and telephone number).
•
Do not, under any conditions, ever provide information such as your Social Security
number, bank account numbers, or your mother's maiden name.
•
When you open the Web page where you enter credit card information or other personal
data, make sure that the Web address begins with https and check to see if a locked
padlock icon appears in the Address bar or status bar, as shown in Figure 8.5.
•
Consider using virtual credit cards, which expire after one use when doing business.
•
Before downloading music, change your browser's advanced settings to disable access to
all computer areas that contain personal information.
Figure 8.4
Better Business Bureau Online
and TRUSTe Seals of Approval
