結合網路口碑通訊與具隱私保護之適地性服務

Privacy Protection Scheme for LBS via eWOM Communications

陳貴琬(Kuei-Wan Chen)；廖俊威(Chun-Wei Liao)；葉昌國(Chang-Kuo Yeh)；陳星百(Hsing-Bai Chen)

網路口碑 ； 適地性服務 ； 行動商務 ； 隱私 ； 目標行銷 ； eWOM ； LBS ； mobile commerce ； privacy ； targeting

修平學報

26期（2013 / 03 / 01）

103 - 121

繁體中文

隨著行動載具的普及以及無線網路傳輸速度與定位技術之提升，促使應用全球定位系統之適地性服務蓬勃發展。消費者在適地性服務的區域內逗留之時間通常有限，琳瑯滿目的廣告反而讓消費者不知如何抉擇而降低消費的機率，尤其因為隱私考量因素而採用網路口碑取代個人化廣告，除了無法準確獲得目標行銷之效果外，瀏覽與過濾所有的網路口碑資訊需耗費大量的時間成本，因而可能導致負面的消費經驗。另一方面，交易過程中經由消費者與商家雙方處理的資訊，將曝露消費者、交易內容與商家之間的關聯性，而損及消費者隱私權。因此，本文提出一個結合網路口碑通訊的適地性服務模型，同時設計具備隱私保護的機制，杜絕交易過程中消費者、消費標的、獎勵名單與商家等資訊之間的關聯被追蹤與洩漏，可以在消費過程中保障消費者的個人隱私權。

Since the time that consumers stay within the region of providing Location Based Service (LBS) is limited, the amount of LBS advertisements are too huge to let the consumers easily and accurately know how to make the choice. While the consumers take privacy protection into account, the choice making will be more difficult especially in the use of electronic Word-of-Mouth (eWOM) instead of the personalized advertising. Due to no consumer information and a hard choice making, not only the functionality of target marketing cannot be provided but also browsing and filtering of information about all eWOM will lower the efficiency. In such a way, it leads to negative consumer experience, so that the consumption desire is reduced. On the other hand, some messages, generated in the transaction process, should to be dealt with by the consumer and the shop, respectively. Therefore, this paper proposes a model of LBS via eWOM communications and a mechanism of privacy protection from the vulnerability to consumer privacy. Through the proposed model and mechanism, the balance point among LBS, eWOM, and consumer privacy can be found to initiate a great effect upon the interests of all the consumer, the eWOM provider, the shop, and the LBS manager.

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