購買式折價券網站商業模式探討-從消費者決策觀點

Exploring the Business Model of Purchase-Style Coupon from the Perspective of Consumer Decision Making Process

周凱欣(Khai Sing Chow)

指導教授 ： 游張松

國立臺灣大學/管理學院/商學研究所/碩士(2011年)

https://doi.org/10.6342/NTU.2011.02569

摘要

折價券為行銷的重要工具之一，近年來由於Groupon的興起更使其成為了一大熱潮。本論文依付款流程的不同將此類型的折價券定義為「購買式折價券」。銷售購買式折價券的網站也如雨後春筍般的出現，本研究將就這類型的新興商業模式進行探討。
研究將依消費者決策過程來探討購買式折價券消費者的購買及使用行為以了解影響消費者的需求，並改善購買式折價券網站的經營模式。本研究著重在探討不同人口統計變數及生活型態之使用者在「購買動機」、「瀏覽購買式折價券行為』、「購買評估」、「消費行為」、「滿意度」及「購後行為」的特性與差異。
經過回收問卷分析後，結果發現消費者購買折價券的動機多為為了獲得高達5折的優惠，而購買動機會部分影響購買評估、對購買式折價券網站的滿意度及購後行為；生活型態會部分影響購買評估、滿意度及購後行為；消費者瀏覽購買式折價券行為會部分影響消費行為；購買評估不會影響消費者購買折價券的行為；消費者購買折價券的行為不會影響對購買式折價券網站的滿意度；對購買式折價券網站的滿意度會顯著影響消費者的購後行為。最後，本研究依據問卷分析結果，提出購買式折價券之發展策略建議。

關鍵字

商業模式 ； 購買式折價券 ； 電子折價券 ； 消費者決策模式

並列摘要

As a traditional marketing tool, coupons are recently getting attention because of the rise of Groupon, a company which distribute and sold coupons online. Due to the dif-ferent payment procedure with traditional e-coupon, in this thesis we named this kind of coupon as “Purchase-Style Coupon”. Purchase-Style Coupon site rise quickly after the success of Groupon, and we will discuss the business model of Purchase-Style Coupon site in this thesis.
In this thesis, we will use consumer decision-making process to explore the behavior of consumer in order to understand the consumer needs, and improving the business model of Purchase-Style Coupon site. Thus the main purpose of this study is to discuss and analyze the effect of “demographic variables” and “lifestyle” on “purchasing motivation”, “behavior on browsing Purchase-Style Coupon”, “purchasing evaluation criteria”, “consumption behavior”, “satisfactory”, and “post-consumption behavior” respectively --the characters and differences.
The result shows that there are significantly different among purchasing motivation and satisfactory to purchse-style coupon site; it also showed a significantly different among lifestyle and purchasing evaluation criteria, consumption behavior, and post-consumption behavior; behavior on browsing Purchase-Style Coupon will significantly affect consumption behavior; consumer satisfactory to Purchase-Style Coupon site will significantly affect post-consumption behavior. Finally, this research brings up some suggestion for Purchase-Style Coupon site according to the analysis from questionnaire.

並列關鍵字

business model ； purchase style coupon ； e-coupon ； consumer decision-making process

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