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研究生:徐慧婷
論文名稱:計劃行為理論之應用-以電子折價券為例
指導教授:賴孟寬 
學位類別:碩士
校院名稱:國立成功大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2001
畢業學年度:89
語文別:中文
論文頁數:91
中文關鍵詞:電子折價券計劃行為理論態度主觀規範知覺行為控制意圖線性結構關係模式
外文關鍵詞:e-couponTheory of Planned Behaviorattitudesubject normperceived behavioral controlbehavior intentionLinear Structure Relation
相關次數:
  • 被引用被引用:58
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  • 收藏至我的研究室書目清單書目收藏:4
  本研究應用分解信念架構之計劃行為理論來探討關於電子折價券的態度、主觀規範、知覺行為控制、意圖與行為,主要探索以下問題:
1.探討消費者對於電子折價券之態度、主觀規範與知覺行為控制是如何對意圖與行為產生影響。
2.藉由分解信念架構之計劃行為理論,來了解各分解後的因素對電子折價券之意圖與行為的影響。
  藉由計劃行為理論及折價券相關的文獻討論以及分解信念架構之計劃行為理論的探討,本研究推導出八個研究假設。本研究藉由線上問卷調查收集資料並以線性結構關係模式來分析上述問題,以及卡方檢定及獨立樣本T檢定,來探討電子折價券使用者特性和人口統計變項上的研究。
  結果顯示,當個體對電子折價券有正向的態度、高度的主觀規範及高度的知覺行為控制時,則會產生正向的意圖,而正向的意圖會產生以電子折價券來消費的行為。另外,在電子折價券的使用行為上,女性是較男性多,但並未達顯著水準;而且電子折價券的使用者較非使用者,會覺得自己較聰明。本研究之研究結果,提供給未來研究者及企業主作為參考資料。對企業主而言,本研究建議廠商若要有效的運用電子折價券時,可注意以下幾點:
1.廠商在設計電子折價券時,其要具有較高的優勢且要容易了解也容易取得,不要是太繁瑣的方式。
2.廠商在傳遞電子折價券的媒體選擇上,可優先考慮選擇電子郵件的方式,其次為網路廣告,如此才能有效地命中目標市場。
3.企業主可運用「聰明」的訴求,來網羅電子折價券的目標市場。
  This study applies Belief Decomposition Theory of Planned Behavior to discuss the impacts of individuals’ attitude, subjective norm, perceived behavioral control, intention and behavior on the use of e-coupon. The primary purposes of this study include the followings.
1.The impact of attitudes toward, e-coupon subjective norm, and perceived behavioral control on intension and behavior.
2.Analyzing factors behind the use of e-coupons from a belief decomposition perspective on the Theory of Planned Behavior.
 
  Based on the review of previous research on Theory of Planned Behavior, coupon, and belief decomposition in the Theory of Planned Behavior, eight hypotheses were generated. Data were collected on-line. LISREL was employed to test proposed conceptual model. In addition, χ2 test and independent samples t-test were used to examine the relationship among e-coupon users’ characters (i.e., Smart shopper) and demographic variables.
  The results suggest that attitudes, subjective norm, and perceived behavioral control do affect individuals’ intention and behavior on acquiring and using e-coupon significantly. In addition, although no significantly different, the percentage of female using e-coupon is higher than that of male. Finally, the e-coupon users feel that they are smarter than the non-users. The results of this study provide useful information to future researchers and practitioners. The followings are recommendations to entrepreneurs in applying e-coupon.
1.The design of e-coupon should show its relative advantage, and it should be easily understood, and acquired by consumers.
2.The priority of media choices for distributing e-coupon is e-mail followed by web ad.
3.“Feeling smart” is a potential appeal to target e-coupon users.
摘要………………………………………………………………………Ⅰ
Abstract…………………………………………………………………Ⅱ
表目錄……………………………………………………………………Ⅳ
圖目錄……………………………………………………………………Ⅴ
第一章 緒論……………………………………………………………1
 第一節 研究動機……………………………………………………1
 第二節 研究問題……………………………………………………3
 第三節 研究目的……………………………………………………5
第二章 文獻探討………………………………………………………6
 第一節 折價券及電子折價券………………………………………6
 第二節 電腦媒介環境………………………………………………7
 第三節 計劃行為理論………………………………………………11
 第四節 知覺行為控制對意圖的影響………………………………15
 第五節 態度信念與態度對意圖的影響……………………………18
 第六節 參考群體與主觀規範對意圖的影響………………………21
 第七節 使用者特質與人口統計變項上的研究……………………23
 第八節 研究架構……………………………………………………25
第三章 研究方法………………………………………………………26
 第一節 研究設計……………………………………………………26
 第二節 問卷設計與前測……………………………………………35
 第三節 研究步驟……………………………………………………45
第四章 結果分析與討論………………………………………………47
 第一節 問卷回收與資料處理………………………………………47
 第二節 假設驗證……………………………………………………57
第五章 結論與建議……………………………………………………73
 第一節 結論…………………………………………………………73
 第二節 研究貢獻……………………………………………………80
 第三節 研究限制與對未來研究之建議……………………………85
參考文獻…………………………………………………………………87
附錄一 前測問卷
附錄二 正式問卷
附錄三 易達網首頁
附錄四 上網填答問卷步驟
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