行動優惠券之研究

A Study of Mobile Coupons

陳俊銘(Chun-Ming Chen)

指導教授 ： 薛夙珍

朝陽科技大學/資訊學院/資訊管理系/碩士(2009年)

摘要

隨著行動通訊技術的進步和行動手持設備(Mobile device)的普及化，電子商務的應用範疇逐漸拓展至行動通訊環境成為行動商務。以往被視為行銷利器的優惠券甚至是電子優惠券，在行動商務崛起的時代中，也趨向發展為應用於行動手持設備的行動優惠券。
由於行動手持設備的普及，透過人際關係的互動結合行動優惠券可實現P2P(Peer to Peer)的分享精神，因此，可藉由人際互動中的信任關係促使提升行動優惠券的兌現率。基於口碑傳播理論，行動優惠券的接收者會因為傳送者不具商業色彩只單純地分享消費的經驗及收發雙方之間的關係而增加使用行動優惠券的信心與動機， 以提升兌現行動優惠券的可能性。
然而加入紅利回饋機制，將可刺激行動用戶將無使用意願的優惠券轉發給其他行動用戶，以避免行動優惠券停滯於某些行動用戶手中，也因此能夠提高行動優惠券的轉傳範圍和流通率，使行動優惠券自身的廣告效應更加顯著，提高行動優惠券的應用價值。
為了增加行動優惠券的附加價值而不再只侷限於提供優惠內容，所以我們藉由樂透的概念希望能夠達到類似抽獎、摸彩的額外樂趣，並且利用樂透的精神使行動用戶得到更高的參與度並有能力與發行廠商共同決定行動優惠券的優惠內容。
由於行動優惠券所包含的資訊內容以及紅利回饋資訊和樂透式的優惠資訊都需要被保護避免遭受到竄改或是偽造的威脅，但礙於行動手持設備本身的儲存空間、計算能力和傳輸頻寬等的先天限制，因此，本論文的協定將透過數位簽章的機制驗證該行動優惠券中必要訊息的正確性，也利用Hash Chain的觀念作為查證偽造的行動優惠券以低計算量和輕量化的資料儲存、傳送的方式加以保護資訊和偵測不法的行為為本論文的一大重點。

關鍵字

行動優惠券 ； 樂透式優惠 ； 紅利回饋 ； 資訊安全 ； 口碑傳播

並列摘要

The progress of the mobile communication technique and the population of the mobile devices have extended the scope of the e-commerce applications and turned them into m-commerce applications. Conventional marketing instruments such as the paper coupons and the electronic coupons are also evolving into the mobile coupons.
Since the mobile devices are popularizing today, combining the mobile coupons and the interactions between people can realize the spirit of P2P sharing. If the coupon forwarders recommend coupons based on Word-of-Mouth, the receiver will have more confidence and motivation to redeem the received mobile coupons. Hence, the trusted interactions and the Word-of-Mouth can raise the redemption rate of the mobile coupons.
Adding incentives may stimulate mobile users, who do not want to redeem, in forwarding their mobile coupons to others. The previously stagnating mobile coupons thus can may be circulated and redeemed. The incentive mechanism emphasizes the advertising effects and enhances the implementations of the mobile coupons.
In order to increase the additional value of the mobile coupons, we use the idea of lotteries to provide more pleasure in shopping. The lottery mechanism allows mobile users to participate the content creation of mobile coupons. In other words, the content of a mobile coupon is jointly decided by the mobile users and the mobile coupon providers.
The contents of the mobile coupons, including the incentives and the lottery-related information need to be protected from alterations or forgeries. Common mobile devices have several inherent limitations such as limited computing power, restricted storage capacity, and narrow communication bandwidth. Hence, complicated security techniques are inapplicable for the mobile devices. Therefore, we use a digital signature mechanism to verify the contents of the mobile coupons and the hash chain idea to detect the forgery. This research aims to provide more incentives to the mobile coupons through information security mechanisms so that mobile coupons can be effectively populated and used for m-commerce.

並列關鍵字

incentive mechanism ； mobile coupon ； Word-of-Mouth marketing ； information security ； lottery

參考文獻

[1] 方正璽(2007)，「探究口碑影響力之本質」，現代經營管理研討會論文集，臺北，第1-15頁。

[10] 廖佩怡(2006)，實體與網路的口碑之比較：資訊特性觀點之探索性研究，碩士論文，國立台北科技大學工業工程與管理系所，臺北。

[20] C. Blundo, S. Cimato, and A. D. Bonis (2002), “A Lightweight Protocol for the Generation and Distribution of Secure E-coupons,” Proceedings of the 11th International Conference on World Wide Web, pp. 542-552.

[22] P. F. Bone (1995), “Word-of-Mouth Effects on Short-Term and Long-Term Product Judgments,” Journal of Business Research, Vol. 32, No. 3, pp. 213-223.

[23] C. C. Chang, C. C. Wu, and I. C. Lin (2006), “A Secure E-Coupon System for Mobile Users,” International Journal of Computer Science and Network Security, Vol. 6, No. 1, pp. 273-279.