Today, more than ever before, it is increasingly becoming clear that e-commerce platforms such as business-to-business (B2B) and business-to-customer (B2C) have dramatically changed the shopping experiences of many young people not only in United States but also globally. However, analysts in the industry have noted that privacy and security concerns remain a real threat to users in the face of what can be termed as risky shopping behaviors (Cowart & Goldsmith 640). There is an urgent need to educate young users on how to enhance their privacy and security while shopping online.
Of course some players in the industry have argued that it is the responsibility of customers to ensure that they do not disclose their confidential information online (Yenisey, Ozok, & Salvendy 259), and that customers must always ensure that the websites they use to conduct online transactions have privacy or Web assurance seals such as TRUSTe and CPA WebTrust (Moores 86).
These arguments cannot be sustained, particularly upon the realization that internet criminal activities targeting young online shoppers have increased at geometric proportions in the last few years (Yenisey et al 259). The increase in internet crime targeting this group has been blamed on a whole range of behavioral influences, including disclosure of confidential information to strangers and bizarre websites, failure to give online purchases much thought or care, impulsive buying patterns, and confusion emanating from the many varieties found online (Yang & Wu 88). If we define e-commerce in terms of a platform that uses computer networks to provide customers with an avenue to safely shop for products, and if we are not willing to continue compromising the security of young online shoppers, then we all have a responsibility to educate these shoppers on how to control such risky behaviors.
It is also evident that many young consumers are falling prey to fake websites that often pass as genuine due to the presence of various privacy seals (Moores 88). Led by impulsivity and an urge for immediate gratification in purchasing a top-of-the-range apparel or mobile phone at hugely discounted prices, they disclose their credit card information to strangers without thinking about potential consequences. Again, if we define online privacy in terms of entrusting your vital personal information to the website you’re using (Cowart & Goldsmith 640), and if we are not willing to expose young shoppers to online privacy lapses, then it is imperative to educate them not only on verifying Web assurance seals but also controlling their online shopping behavior.
Although young online customers need to be at the forefront in minimizing possible risks arising from their online shopping behaviors, it is evident that more needs to be done to ensure these customers are able to control behaviors that may compromise their security and privacy.
It is therefore proposed that stakeholders in the industry need to develop programs aimed at educating young users not only on controlling risky behaviors while transacting in online shopping environments, but also verifying trusted and safe websites using the privacy seals criteria. The country needs to roll out these educational programs to reinforce the capacity of young customers to control shopping behaviors that may end up jeopardizing their safety and privacy. These programs may be costly in the short-term, but will definitely reduce internet-based crimes arising from risky shopping behaviors in the long-term.
Works Cited
Cowart, Kelly O. and Ronald E. Goldsmith. “The Influence of Consumer Decision-Making Styles on Online Apparel Consumption by College Students.” International Journal of Consumer Studies. 31.6 (2007): 639-647. Business Source Premier. Web.
Moores, Trevor. “Do Consumers Understand the Role of Privacy Seals in E-Commerce? Communications of the ACM. 48.3 (2005): 86-91. Business Source Premier. Web.
Yang, Chyan and Chia-Chun Wu. “Gender and Internet Consumers’ Decision-Making.” CYBERPSYCHOLOGY & BEHAVIOR. 10.1 (2007): 86-91. Academic Search Premier. Web.
Yenisey, M.M., A.A. Ozok and G. Salvendy. “Perceived Security Determinants in E-Commerce among Turkish University Students.” Behavior & Information Technology. 24.4 (2005): 259-274. Business Source Premier. Web.