| 摘要: | 優惠券一直是促銷活動中的重要工具之一，在先進國家優惠券的使用歷史已超過百年，有人甚至認為它是第三種形式的貨幣。Kang, Hann, Fortin, Hyun, and Eom (2006)指出，消費者網路搜尋E-coupon的認知行為控制與態度皆會對其使用意圖產生影響。然而許多學術研究，僅針對優惠券的特性或消費者的特性探討，因此在本研究中嘗試發展以使用意圖進行討論，並將解構計畫行為理論視為一個重要的變數。
因此，本研究認為應以行為模式瞭解消費者在決定購買前的意願是如何形成的。Taylor and Todd (1995)解構計畫行為理論，可用以探討國際觀光旅館發行E-coupon對形成購買意圖之關係，因此，以「解構計畫行為理論」為主，「購買意圖」為輔，提出本研究假設用以預測及解釋消費者採用E-coupon之購買意圖。
結果得知，當國際觀光旅館之提供E-coupon的媒體平臺越多，越能提高消費者之購買意圖，因此，冀望研究結果可提出實務界參考之依據，以強化目前業界之E-coupon推廣。
Coupon has been an important tool in the promotional activities. The history of the use of coupon could be traced from 100 years ago in the advanced century. Some people even call it as the third form of currency. This is why that the coupon is most commonly used in leisure industry practices. Kang, Hann, Fortin, Hyun, and Eom (2006) pointed out that the consumer’s internet search of E-coupon is perceived behavioral control and of attitude all its intended use has an impact. The major objective is PI based on Decomposed theory of planned behavior (DTPB).
Therefore, this research should be based on patterns of behaviors of customers, in order to understand consumer’s decision making processes before their purchase are formed. Taylor and Todd (1995) stated thatDTPB can be used to explore the issue of E-coupon of international tourist hotels in the formation of PI. This research will discuss the relation between the formation of PI from customers and the issue rate of E-coupon by international tourist hotels. Therefore, the DTPB based PI, supplemented bythis hypothesis are as follows: H1:attitude positive affects PI; H1-2: PU positive ef-fects on attitude; H1-3: PEU positive affect on attitude; H1-4:COM positive impact on attitudes; H2: SN positively affects PI; H2-1: EI positive effects on SN; H2-2: II positive effects on SN；H3: PBC positively affects PI; H3-1: SE positive effects on PBC; H3-2: FC positive effects on PBC, to predict and explain consumers using E-coupon purchase intentions.
The scale of ATT and its antecedents, SN, and its antecedents scale, the scale of PBC and its antecedents, and PI scale items by the item are to identify as remarkable. The reliability analysis The scale of the study interval scale, the accuracy and reliability of the detection scale, using Cronbach's α coefficient to measure the same dimensions, consistency between the items; up by more than 0.7, indicating a high reliability also indicated that Scale items measured approach consistent with the results. Dimensions of ATT and antecedents, SN, and antecedents, PBC and its antecedents, and PI, Cronbach's α coefficient for the 0.88, 0.90, 0.960, 0.932, are more than 0.7, the questionnaire has good reliability. The questionnaire survey shows that consumers have high acceptances and growing tendency in using E-coupon. However, consumers feel they are sharp when taking active attitude toward gaining the coupon while the hotels take passive move on issuing the E-coupon.
Therefore, this research indicated that gaining coupon is regarded as an advance and privilege by customers. When consumers have the E-coupon of international tourist hotels, they have expected to get the opportunities and resources which make them feel sharp and smart while they processing purchasing. The more E-coupon issued by the international tourist hotels on multiple media platforms, the more possibility of improving consumer’s purchase intentions. Therefore, it is hoped that the conclusion of this research may be beneficial to practitioners of hotel industry and be helpful to strengthening the E-coupon promotion. |
