- 學位論文
影響電子折價券使用意圖之研究—以擴展科技接受模式之應用
Factors Influencing Consumer Intentions of E-Coupon: An Application of Extended Technology Acceptance Model
摘要
2007年8月至今，美國爆發次級房貸後全球景氣一片譁然，因此對抗通膨、省錢大作戰更可說是全民化的運動。而根據過去的實證研究顯示「折價促銷」的方式是諸多行銷活動中最為有效的。此外Kolter(2003)亦認為電子折價卷(E-Coupon)不但能節省行銷成本、縮短傳遞時間，更可讓消費者擁有資訊的選擇權。因此在資訊科技發達的今日，折價券的發放形式已不再像先前以人工或夾報的方式，進而藉由網路、手機簡訊、i-bon等電子化的產品為媒介，讓消費者自行上網搜尋、下載及列印。 本研究依據Davis等人(1989)的科技接受模式(TAM)為理論基礎，並在架構中溶入電子口碑、使用者個人特質(網路搜尋能力、個人創新性)、電子折價券特徵、過去使用折價券的經驗等，建構出影響潛在電子折價券使用機制及理論模式。本模式最主要目的在於了解影響潛在消費者對於使用電子折價券的知覺信念及使用意圖間之影響，並以便利抽樣的方式發放400份問卷。 驗證性因素分析(CFA)顯示，本研究問卷各量表具有良好的信度及建構效度。結構方程模式(SEM)的路徑分析(Path analysis)結果顯示：(1)電子口碑對知覺有用性呈正向顯著影響(2)電子折價券特徵對知覺有用性之影響中，以兌換距離的影響最大(3)個人創新性與網路搜尋能力對知覺易用性與愉悅性呈正向顯著影響 (4)電子折價券的知覺易用性及愉悅性對知覺有用性呈正向顯著影響(5)電子折價券之知覺愉悅性對易用性呈正向顯著影響(4)知覺有用性、易用性、愉悅性對電子折價券的使用意圖呈正向顯著影響 (5)在人口統計變項方面，其性別、所得、年齡與過去傳統折價券的使用經驗對於電子折價券之使用意圖呈無顯著影響。最後本研究作者依據實證結果提出管理與實務方面的建言，以期待能提高電子折價券實際的兌換率，並提出後續相關研究的建議。
並列摘要
So far in August 2007, outbreak of the subprime mortgage in U.S., so against inflation, reduced consumer spending and savings can be regarded as full of movement. According to past empirical studies has shown the "discount promotion" is most effective in a lot of marketing activities . In addition Kolter (2003) also considered that ”e-Coupons will not only save marketing costs, shorten delivery time, so that consumers can have the information right to choose”. In information and technology developed’s today, the release of discount coupons are not only by artifical or clamps the newspaper, but also by the web, cell phone text messages, i-bon and other electronic media to search, download and print. In this study, based on Davis et al.,(1989) of the Technology Acceptance Model (TAM) for the theoretical basis and framework into the electronic word-of-mouth(e-wom), the user personal attributes(personal innovativeness, web-search capabilities), “ characteristics of the e-coupons” and “past adoption experience of discount coupons”, to build up the potential impact of the use of e-coupon system and theoretical model. The objective of this model is that factors influencing consumer intentions of e-coupons, and two hundred and eighty-eight consumer were samples as subjects. The results of confirmatory facator analysis(CFA) indicate that this questionnaire scales have good reliability and validity. This SEM path analysis shows that(1)E-WOM has significantly positive impact on perceived usefulness. (2)In characteristics of e-coupon, with greatest impact of perceived usefulness is the redeem distance. (3)Personal innovativeness and web-search capabilities has a significantly positive effect on perceived ease of use. (4)Perceived ease of use and perceived enjoyment has a significantly positive effect on perceived usefulness. (5)Perceived enjoyment has a significantly positive effect on perceived ease of use. (6)Perceived belief(PEOU, PU, PE) has a significantly positive effect on intention to use the E-coupons. Finally, this study discusses the implications of these findings and offers directions for future research.