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Article

Abstract

Mobile commerce is flourishing today due to the advance of the mobile technology. Many conventional marketing activities are moving their ways to the mobile environment. Efficient marketing instruments such as the paper coupons and the electronic coupons are also evolving into the mobile coupons. In comparison with conventional coupons, mobile coupons are personalized and suitable for peer to peer delivery. Coupons are commonly issued by the merchants, used by the interested customers, and discarded by the uninterested receivers. Raising the redemption rate of the coupon will increase the sales of the promoted items. The raise can be accomplished by forwarding coupons from uninterested receivers to potentially interested customers. The ease-of-use exchange mechanism in mobile devices pushes the delivery in the peer to peer environment. Moreover, the characteristic of personalization inspires trust into mobile coupons. Thus, adding the incentives of coupon forwarding, such as a reward bonus, may activate the movement of stationary coupons and eventually increase the redemption rate of mobile coupons. Nevertheless, the incentives adding may bring the threats of alterations and forgery; if the adding mechanism is improperly made. Additionally, complicated security means are hindered by the limitations of storage space, computation power, and communication bandwidth of mobile devices. Therefore, we propose a scheme that uses digital signatures for verifying the incentive-added coupons and design a hash chain to detect possible forgery. The proposed scheme may increase the use of peer to peer mobile coupons without sacrificing the security.

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