CHANGE OF

ONLINE SHOPPING FRAUD

Fu Jen University · Chieh Yu Lin & Yuan Chung Lin ·Nightmare Dancers

ENTER
 Introduction
Introduction

Research Findings Why We Choose Online Shopping Fraud?

In 2020, as the spread of COVID-19, people around the world are all
Summary
in panic.
To decrease the risk of infection, people not only reduce times of
Target Audience
gathering with others but also avoid direct contact with cash.
As a result, 〝 Stay at Home Economic 〞, such as online shopping Introduction
Insight
and telephone shopping have become a hit, which leads to the
Research Findings
growth of Internet fraud.
Creative Tactics
Therefore, we decide to pay more attention about online shopping Summary
fraud and try to improve it.
Media Problem
Target Audience
TABLE of CONTENTS Insight
Creative Tactics
Media
 Introduction

Research Findings According to data released by Experian, the growth rate

of online fraud in the United States was 30% in 2017;
Research Findings
In 2018, it increased by 38%.
Therefore, online fraud has always been a serious
Summary
Online Shopping Fraud Awareness social issue.

20% 34% 24% 19% 3%

The Trend of Online Shopping Fraud Under COVID-19
Target Audience
40%
According to data released by the Federal Trade
35%
Commission, more than 161,000 fraud reports have been
Insight 30%
Share of respondents

25%
registered under the impact of COVID-19.
20% Among them, online shopping is the most popular form of fraud.
Creative Tactics
15% The amount of fraud caused by online shopping exceeds
10% 100 million US dollars, which is an unprecedented growth.
Media 5%

0%
Very Fairly Not very Not at all Don't know
The most likely situation of online shopping fraud
concerned concerned concerned concerned
When shopping websites jump out of some links marked with discounts,
More than 50% of people think they are it's easy for people to click into the webpage to watch or even buy it
immediately. However, most of these pop-up links are advertisements
concerned about online shopping fraud. put by fraudulent merchants.
 Introduction

Summary
Research Findings
According to the statistics of the European Union, the rate of public awareness reach
up to over 50%, which means that the vast majority of people think they are
Summary
concerned about it. However, according to the above data, online fraud
cases are increasing year by year, among which online shopping
Promblem
is the most serious. Especially when the COVID-19 is rampant,
people are unable to go out for physical shopping.
Target Audience
Because of the rising rate of online shopping,
these kind of cases have also increased
Insight
significantly.
According to our findings, the most serious point is that even though
Creative Tactics
people are highly aware of and concerned about Internet fraud, they
seldom notice when they are exposed to such risks. What’s worse,
Media
there are less of “ ways to avoid being cheated” ,but only have
“ solution after being cheated” promoted around the world.

Problem
 Introduction
Target Audience
Research Findings
According to the latest statistics of the police department, the top of the list of “Best deception” are :
1. Service industry 2. Unemployed 3. Students
Summary

Problem
Service industry Unemployed Students
Target Audience ✓ Have certain economic ✓ Less of interaction ✓ Online shopping enthusiasts
and consumption ability with people
✓ Basic consumption capacity
Insight
✓ Working environment is ✓ Stay at home for a
simple and unchangeable long time ✓ Lack of social experience
Creative Tactics

Media

Due to the impact of COVID-19 , some service industry groups and students are forced to stay at home,
which makes them shop online more frequently when they still have the basic consumption ability.
Therefore, we define TA as a person aged 18-39 who often uses the Internet for business activities.
 Introduction

Research Findings

Summary

Insight
Problem

Target Audience

The reason that many people are easy to be cheated by online merchants
Insight
is because of the mentality, “Greedy for small advantages” . When they
see businesses have high discounts, they tend to forget or ignore their
Creative Tactics
worries about online shopping fraud because of their temporary greed.
All online shopping businesses also dare to continue to cheat people
Media
because they know the mentality of consumers.
 Introduction

Creative Tactics So, we came up with……

Research Findings

Big Idea Step 1.

Summary

Our campaign is based on these two factors.

Shopping Safely APP
Problem
First, we found out that people are highly aware of online
shopping fraud, but consumers often tend to forget that
Step 2.
Target Audience
they are in danger of being cheated because of
temporary greed.
Cloud Online Shopping Fraud Merchant Database
Second, there are less of “ ways to avoid being cheated”
Insight
now no matter in which country.

Creative Tactics
Our core missions are :

1. Let you know that you are in danger at any time

Media
2. Reduce the opportunities for consumers to suffer from
online shopping fraud
 Introduction

We collaborate with National Police Agency (NPA) Creative Tactics

Research Findings

Step 1.
Summary

Shopping Safely APP

Problem
We collaborate with NPA to design an anti fraud APP. When people click on the
discount message that appears on online shopping websites, the App will be
Target Audience opened automatically.

Insight
There will be an icon corresponding to the product type that you clicked to buy.
Consumers have to click or slide the page quickly to make the icon appear.
This means you may get nothing after buying this product.
Creative Tactics

In the end, a warning sign will pop up on the screen to remind the consumers.
Media

This App not only prevents consumers from being cheated, but also achieves vigilance effect.
 Introduction
Creative Tactics
Research Findings

Shopping Safely APP Example

Summary

Problem

Target Audience

Insight

Don't be fooled by the discount!

Creative Tactics
Click
This website is extremely likely to be a fraud merchant.

I don't think you want to buy that empty lipstick either!

Media

Web Page Cellphone

 Introduction

Creative Tactics
Research Findings
We collaborate with National Police Agency (NPA)
Step 2.
Summary

Cloud Online Shopping Fraud Merchant Database

Problem

We collaborate with NPA to develop a Cloud Online Shopping Fraud Merchant Database. After completing
the above instructions, the website address and computer IP location of the fraud website will be listed in
Target Audience

the cloud fraud database automatically, and the advertising messages sent from the website link and IP
location of the database will be automatically blocked. Therefore, the consumer's computer, mobile
Insight

phone and other communication software can not be intruded, so that these fraudulent businesses can
be effectively stopped.
Creative Tactics

Media

It successfully prevents consumers from being cheated by the same business, which can be said to be
a global cooperation to against fraud businesses.
 Introduction
Media
Research Findings
First
According to the Pew Research Center, a US polling agency, the majority
Summary
of Instagram users are 18-34 years old (accounting for 65% of the total),
which is just in line with our target audience. So, we choose to put Ads
Problem
on IG to attract people to download the Shopping Safely APP.

Target Audience

〈Source: Eurostat〉
Insight
Second
According to the data, 18-24 Y/O people often
Creative Tactics buy clothes and sports goods；25-39 Y/O
people buy travel goods a lot. So we choose
18-24 Y/O 25-39 Y/O
Media to put ads on different product types
according to different age groups. Through
this way to attract consumers to download
the APP and enhance the awareness of fraud.