| Summary: | 碩士 === 朝陽科技大學 === 資訊管理系碩士班 === 92 === Coupons are important marketing tools, yet as they are confined to use in traditional marketing models, their functions in the electronic commerce are therefore limited. The infrastructure of electronic coupons in this study, through utilization of information security technology, is able to breakthrough the bottleneck and limitation found in the development of electronic coupons, and prevent double use, forgery, and tampering of the electronic coupons. In rapid development of electronic commerce, the expandability of the infrastructure electronic coupons is able to construct protocol on electronic coupons quickly, in order to comply with the diverse marketing demands in electronic commerce.
With information security technology used for micropayment, this infrastructure is able to provide security under low cost, reduce the cost of electronic coupons in information security, and offer electronic coupons with low computation, storage, and transmission cost through lightweight design to consumers to enhance their willingness to use, and help to facilitate more effective one-to-one marketing.
In study on electronic coupons, the marketing concept of price discrimination is implemented to allow electronic coupons achieving one-to-one marketing, and consumers obtaining electronic coupons according to their needs. Since the information security technology in the protocol can control the volume of circulation effectively, suppliers can utilize electronic coupons as advantageous tools for effective profit management. At the same time, with word of mouth communication in electronic environment and information security technology, electronic coupons can be distributed quickly without the circulation going out of control. Word of mouth can exert significant influence on electronic coupons in word of mouth marketing.
The protocol for electronic coupons for the infrastructure proposed in this study, with guaranteed security, is able to utilize the features of electronic commerce, integrate one-to-one marketing and price discrimination to meet the needs in application and security. By this way, electronic coupons are no longer circulated based on the market demand like in traditional marketing means, but are marketing tools customized for the consumers. Along with word of mouth communication, electronic coupons can be more effective in persuading the consumers, and the protocol for electronic coupons proposed in this study can become a key marketing application in electronic commerce.
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