Četvrta nacionalna konferencija SEMA: IZAZOVI I PERSPEKTIVE MARKETINGA : zbornik radova, Zlatibor, 3-5. novembar 2023. Stojković, Dragan Bogetić, Zoran Dokić, Aleksa https://phaidrabg.bg.ac.rs/o:32376 Keywords: e-tailing, first-party fraud, forensic process, fraud management, pure-click retail, brick-andclick retail Ključne reči: e-maloprodaja, direktna prevara lica, forenzički proces, menadžment rešavanje prevara, internet maloprodaja, višekanalna maloprodaja application/pdf 1573803 bytes Beograd : Srpsko udruženje za marketing – SeMA eng Abstract: E-tailers, both brick-and-click and pure-click, are faced with the rising threat of first-party fraud. This has been due to many factors, such as the anonymity of the internet and a large volume of daily transactions. Since the damages and implications of first-party fraud are significant in e-tailing industry, the incentive is high to improve and optimize existing fraud management frameworks for tackling the aforementioned fraudulent activities. To this end, the existing literature has been thoroughly analyzed in order to identify relevant steps and activities of first-party fraud management in e-tail. The final outcome of the paper is the proposition of the stepwise implementation procedure for first-party fraud handling in e-tail. Both practitioners and scientist can benefit from the findings, as they represent a solid basis of further analysis of this topic, as well as the foundation for expanding the fraud management framework to other relevant aspects. Apstrakt: E-trgovci, kako brick-and-click tako i pure-click, suočavaju se sa rastućom pretnjom od direktnih prevara lica. Uzroci ovoga su mnogi, poput anonimnosti interneta i velikog broja dnevnih transakcija. S obzirom da su štete i implikacije ovog vida prevare u e-maloprodaji značajni, postoji velika motivacija za unapređenjem i optimizacijom postojećih okvira za rešavanje i upravljanje prevarama. Stoga je postojeća literatura detaljno analizirana kako bi se identifikovali relevantni koraci i aktivnosti rešavanja i upravljanja direktnim prevarama lica u elektronskoj maloprodaji. Konačni ishod ovog rada jeste predlog fazne primene procedure za rešavanje ovih prevara u e-maloprodaji. Profesionalci i istraživači mogu imati koristi od dobijenih nalaza, pošto predstavljaju solidnu osnovu za dalju analizu ove oblasti, kao i polaznu tačku za dalje proširenje okvira za upravljanje prevarama u drugim relevantnim aspektima. http://creativecommons.org/licenses/by-nc-nd/4.0/legalcode 2023 info:eu-repo/semantics/article ANALYZING FIRST PARTY FRAUD AS ONE OF THE KEY CHALLENGES OF FORENSIC PROCESS IN E-TAILING