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The Research on e-coupon usage

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:

Identiferoai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0605102-140923
Date05 June 2002
CreatorsLo, Hung-Wei
ContributorsJun-Ying Huang, Tai-Hwa Chow, Ming-Rea Kao, Tsuang Y. Kuo
PublisherNSYSU
Source SetsNSYSU Electronic Thesis and Dissertation Archive
LanguageCholon
Detected LanguageEnglish
Typetext
Formatapplication/pdf
Sourcehttp://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0605102-140923
Rightsunrestricted, Copyright information available at source archive

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