Two problems with Internet sales transactions are personal data privacy and verification that both buyers and sellers are authentic. Many consumers are concerned about the confidentiality of their personal financial information on the Web, with good reason. When you make a purchase on the Internet, your credit card number could fall into the wrong hands. Personal data can be collected and organized into database files. When you become a part of an on-line service, your personal data can be available to everyone in that system. While it is unlikely that reputable merchants would deliberately sell your data to others, their database
may be tempting targets for hackers.
Verification that consumers are who they say they are can be solved by an electronic equivalent of a signature or a driver's license. A software product currently used by merchants, banks, and brokerage houses tells who the user is and what privileges he or she has. There is a growing interest in credit card payment systems that would safeguard credit card purchases on the Net. Encryption software can scramble your personal information so that it can be read only by the sender and the receiver. The problem remains that personal data might still be available to certain employees or hackers.
Experts urge consumers to avoid dealing with Internet sites they are not familiar with. Even when dealing with a well-known business, call the business directly to verify that the site exists. It continues to be a risky business to give personal information, including address and phone number, credit card numbers, social security numbers, and bank account numbers on the Internet.
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