| Summary: | 碩士 === 國立臺灣科技大學 === 資訊管理系 === 104 === Because buyers make transactions with retailers directly, retailers can track buyer behaviors for direct marketing. However, product manufacturers usually cannot contact with customers directly. Therefore, product manufacturers need to collaborate with retailers for marketing or perform mass marketing. In this case, product manufacturers usually cannot obtain events that customers have bought their products and send promotions to customers directly.
Considering that, this study proposes to establish communication channels between customers and product manufacturers while customers shopping in physical channels. To enable product manufacturers to verify that customers really buy their products in a store, the customers can obtain purchase verification tickets from the store. Then, customers can forward tickets to product manufacturers to let the product manufacturers to understand their customers. Furthermore, customers can provide their location information to product manufacturers so that product manufacturers can send promotion to customers for direct marketing.
Privacy would be an important issue for customers to provide their purchase behaviors to product manufacturers. To address the issue, this study proposes to enable customers to use different identities for different product manufacturers and retailers. Therefore, no single party except customers themselves can know customer purchasing behaviors in different stores. While the proposed framework may reduce customer privacy concerns on providing purchasing behavior, this study can hopefully contribute to realize direct marketing in physical channels.
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