The purpose of this thesis is which use the Consumer Strategic Procedure of EKB model to study the behavior of using e-coupon and the factor that influence it, to enable the firm to be aware of the need form consumer, and improve the application of e-coupon. Thus the main purpose of this study is to discuss and analyze the effect of ¡§demographic variables¡¨ and ¡§lifestyle¡¨ on ¡¨motivation¡¨, ¡§information search behavior¡¨, ¡§choice evaluation criteria¡¨, and ¡§usage and result¡¨ respectively ¡V the characters and differences.
Cooperating with the professional web which gathers e-coupon, this research targeted toward people who have used e-coupons by the internet questionnaire. A total of 507 valid questionnaires have been collected. It used statistical analysis methods such as Factor analysis, Cluster analysis, ANOVA and Chi-square method, to analyze the original data. The finding of this research is following:
Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0605102-140923 |
Date | 05 June 2002 |
Creators | Lo, Hung-Wei |
Contributors | Jun-Ying Huang, Tai-Hwa Chow, Ming-Rea Kao, Tsuang Y. Kuo |
Publisher | NSYSU |
Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
Language | Cholon |
Detected Language | English |
Type | text |
Format | application/pdf |
Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0605102-140923 |
Rights | unrestricted, Copyright information available at source archive |
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