揆觀國內外學者及相關論文研究僅多針對消費者在折價券兌換使用上作購買行為意願之探討，有鑑於此本研究旨於探討折價券特性對衝動性購買行為之影響，以及消費者之衝動性購買特質在其構面之間產生何種影響。研究採用問卷調查法，樣本以雲林縣斗南鎮大潤發的消費者為研究對象，問卷發出360份，所得資料以SPSS 12.0進行描述統計、ANOVA分析等統計方法分析。
研究結果顯示：
(1)本研究顯示中下衝動特質的消費者與年齡和月薪具有顯著性的差異。
(2)本研究顯示中下衝動特質的消費者與折價券特性具有顯著性的差異，其產生之影響以取得管道方式引起其消費者兌換意願最為之強烈，緊接著依序為廣告訊息、折扣幅度、標示折扣方式及使用期限。
(3)本研究另外以情境的方式設計出三種不同的購買情境，其研究顯示消費者在限時促銷及折扣幅度促銷的情境中皆有高衝動的購買行為，但廣告訊息促銷則顯示低衝動購買意願。

Most studies concerning the dimension of consumer buying behavior focus on consumer buying behaviors and coupon-use behaviors, while others concentrate on further exploring either the phenomenon of the consumer buying behaviors or the study of the coupon-use behaviors. Therefore, the purpose of this study is to investigate the relationships between consumers’ background, impulsive traits, and coupon characteristics, so as to be aware of what factors may result in consumer impulsive buying behaviors. In this study, 360 questionnaires in total were distributed to those participants, but 16 of them turned out unusable owing to the participants’ failure to respond to all the questionnaire items. As a result, only 344 questionnaires were valid for subsequent data analysis. With a quantitative approach to the results of the survey, the findings of this study are noted as follows: (1) there is significant difference to lower-level middle impulsive consumers and age/ monthly income level; (2) there is significant difference to lower-level middle impulsive consumers and all the coupon characteristics. Among all the coupon characteristics to be the most affected to the lower-level middle impulsive consumers listed in order, coupon delivery methods may have the most effect on their impulsive buying behaviors, followed by accompanying ads, discount rate, discount methods, and time of expiration; and (3) from three situations presented, the results showed that time-related promotion and the promotion of discount rate had highest impulsive buying willingness, while the promotion of accompanying ads had lowest impulsive buying intentions.

ABSTRACT (CHINESE).............................................iii
ABSTRACT (ENGLISH)...............................................v
ACKNOWLEGMENT..................................................vii
LIST OF TABLES..................................................xi
LIST OF FIGURES.................................................xv
CHAPTER ONE INTRODUCTION........................................1
1.1 Overview.....................................................1
1.2 Background of the Study......................................1
1.3 Motivation of the Study......................................4
1.4 Purpose of the Study.........................................4
1.5 Research Questions...........................................5
1.6 Study Hypotheses.............................................6
1.7 Significance of the Study....................................7
1.8 Definition of Terms..........................................8
CHAPTER TWO LITERATURE REVIEW...................................9
2.1 Overview.................................................9
2.2 Impulse Buying...........................................9
2.2.1 The Definition of Impulse Buying....................10
2.2.2 The Classification of Impulse Buying................16
2.2.3 An Influence on the Factors of Impulse Buying.......21
2.3 Coupon..................................................24
2.3.1 The Definition of a Coupon..........................24
2.3.2 The Types of a Coupon...............................25
2.3.3 The Motivation of Coupon Usage......................26
2.3.4 Empirical Studies of a Coupon.......................28
CHAPTER THREE METHODOLOGY......................................33
3.1 Overview....................................................33
3.2 Conceptual Model........................................34
3.2.1 The Operational Definition of Research Variables ........................................................35
3.3 Participants............................................39
3.4 Instrument..............................................40
3.4.1 Reliability of the Instrument.......................41
3.4.2 Validity of the Instrument..........................41
3.5 Pilot Study.............................................41
3.6 The Data Collection Procedure...........................42
3.7 Data Analysis...........................................43
CHAPTER FOUR RESULTS...........................................44
4.1 Overview................................................44
4.2 Demographic Characteristics.............................45
4.3 Research Results and Analysis...........................49
4.4 Summary.................................................69
CHAPTER FIVE CONCLUSION........................................71
5.1 Overview................................................71
5.2 Discussions of the Major Findings.......................71
5.2.1 RQ1: How can consumer impulsive buying behaviors be influenced by different coupon characteristics, including time of expiration, coupon delivery methods, accompanying ads, discount rate, and discount methods?........................................................72
5.2.2 RQ2: How can the different impulsive traits of consumers influence their impulsive buying behaviors?.....................74
5.2.3 RQ3: What can be the relations between personal impulsive traits and different coupon characteristics, as shown in consumer impulsive buying behaviors?............................75
5.2.4 Extra Findings......................................79
5.3 Research Limitations....................................84
5.4 Suggestions for Future Research.........................85
5.5 Conclusion..............................................86
REFERENCES......................................................87
APPENDIX A......................................................94
APPENDIX B.....................................................101

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