隨著智慧型手機的普遍，改變了民眾的生活型態，使大眾多以行動裝置接受訊息與進行購物行為，並促使了行動行銷的崛起。
目前已有許多使用行動折價券促銷的成功案例，但行動折價券卻常造成顧客集中在熱門時間前來，而非商家所預期以及想達到促銷效果之冷門時段。如何讓冷門時段的行動促銷能夠產生效果則是個有待探討的課題。過去已有眾多文獻探討時間壓力、限量與折扣策略對購買意圖之影響，但是卻尚未有將時間壓力及折扣促銷策略做合併探討的相關研究。因此，本研究探討在行動商務的環境下，三種不同的折扣策略對刺激消費者購買意圖的影響，並分析時間壓力與限量對知覺價值、知覺風險以及購買意圖之影響。
研究結果發現三種折扣策略皆能增進消費者的知覺價值並促進其購買意圖。高涉入產品運用不變型折扣策略對刺激消費者購買意圖有較佳的效果；而低涉入產品則是使用遞增型折扣策略時之效果較佳。消費者在面對遞增型與遞減型折扣策略時，其知覺風險並不會影響其知覺價值，然而在傳統的不變型折扣下，消費者之知覺風險則會降低其知覺價值。另外，搭配限量的促銷方式，除了能提升消費者對此交易的知覺價值，還能降低消費者的知覺風險。

As smartphones are becoming more and more popular, people’s lifestyle of receiving messages and online purchase behavior have changed to rely more on mobile devices. This creates a significant surge in mobile marketing.
Promotion with mobile coupons is a successful mobile marketing vehicle. However, these coupons sometimes leads customers to use them during the peak time instead of the expected off-peak time, which may result in reduction in revenue and service quality. Therefore, there is a gap between mobile coupon strategy and its effect. Many previous studies have reported that time pressure, quantity limitation, and discount strategy have influences on consumer’s purchase intention. However, there is lack of study to examine the combined effect of time pressure and discount strategies. This study creates three different discount strategies and investigates which strategy is the most effective in raising customer’s purchase intention. This study also analyzes the effect of time pressure and quantity limitation on perceived value, perceived risk, and purchase intention.
The results indicate that (1) utility-neutral strategy was more effective for high involvement products, while utility-increasing strategy was more effective for low involvement products; (2) consumer’s perceived risk did not influence the perceived value in utility-increasing and utility-decreasing strategies, but the perceived risk did influence perceived value in utility-neutral strategy. The quantity limitation strategy was also found to have effect on increasing consumer’s perceived value and decreasing the perceived risk.

論文審定書 i
摘要 ii
Abstract iii
目錄 iv
圖次 vi
表次 vii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的與問題 4
第四節 研究流程 4
第二章 文獻探討 6
第一節 促銷的基礎理論 6
第二節 時間壓力 9
第三節 稀少性 11
第四節 知覺價值 13
第五節 知覺風險 15
第六節 購買意圖 17
第三章 研究架構與研究方法 18
第一節 研究架構 18
第二節 研究假說 19
第三節 變數的操作型定義與衡量 22
第四節 實驗設計 27
第五節 正式研究設計 35
第六節 前測二：正式研究問卷 36
第四章 研究結果與分析 39
第一節 樣本結構 39
第二節 信度分析 40
第三節 效度分析 41
第四節 共線性分析 43
第五節 共同方法偏誤檢測 44
第六節 變數操弄檢定 45
第七節 研究假說驗證分析 46
第八節 延伸分析 49
第五章 結論與建議 57
第一節 研究發現與結論 57
第二節 研究貢獻 59
第三節 研究限制與未來研究方向建議 61
參考文獻 62
附錄一 前測一問卷 69
附錄二 手機廣告宣傳圖 71
附錄三 實驗問卷 75

中文部分
丁學勤(2007) “網路購物知覺風險的前因與克服之道：消費者的觀點”, 經營管理論叢，第三卷第二期，頁97-116。
吳明隆、凃金堂 (2008) “ SPSS與統計應用分析”, 五南出版社。
陳少華(2013) “限時 vs. 限量稀少性訊息之效果－商品類型及消費者調節焦點之干擾”, 國立中山大學傳播管理學系硏究所碩士學位論文。
張承軒(2012) “即時促銷電子折價券以提升商家收益管理之研究”, 國立中山大學資訊管理學系硏究所碩士學位論文。
鄧景宜等(2006) “產品特性、時間壓力與購物行為之研究”,行銷科學學報,第二卷第一期，頁1-21。
鄧景宜等(2007) “網路促銷中知覺時間壓力對消費者心理變數的影響”, 管理與系統, 第十四卷第三期, 頁387-407。
闕志勳(2005)。”從認知風險探索集體購物不同定價策略之成效”, 國立中山大學資訊管理學系硏究所碩士學位論文。
 
英文部分
Aaker, D. A. (1973). Toward a normative model of promotional decision making.Management Science, 19(6), 593-603.
Aggarwal, P., & Vaidyanathan, R. (2003). Use it or lose it: purchase acceleration effects of time‐limited promotions. Journal of Consumer Behaviour,2(4), 393-403.
Aggarwal, P., Jun, S. Y., & Huh, J. H. (2011). Scarcity messages. Journal of Advertising, 40(3), 19-30.
Ahituv, N., Igbaria, M., & Sella, A. (1998). The effects of time pressure and completeness of information on decision making. Journal of Management Information Systems, 15(2), 153-172.
Ajzen, I., & Fishbein, M. (1972). Attitudes and normative beliefs as factors influencing behavioral intentions. Journal of personality and social psychology,21(1), 1.
Andrews, J. (1996). Creative ideas take time: business practices that help product managers cope with time pressure. Journal of Product & Brand Management, 5(1), 6-18.
Bauer, R. A. (1960). Consumer behavior as risk taking. Dynamic marketing for a changing world, 398.
Beem, E. R., & Shaffer, H. J. (1981). Triggers to customer action: some elements in a theory of promotional inducement. Marketing Science Institute.
Benbasat, I., & Dexter, A. S. (1986). An investigation of the effectiveness of color and graphical information presentation under varying time constraints. MIS quarterly, 59-83.
Benson III, L., & Beach, L. R. (1996). The effects of time constraints on the prechoice screening of decision options. Image theory: Theoretical and empirical foundations, 51-60.
Bhatnagar, A., Misra, S., & Rao, H. R. (2000). On risk, convenience, and Internet shopping behavior. Communications of the ACM, 43(11), 98-105.
Blattberg, R. C., Eppen, G. D., & Lieberman, J. (1981). A theoretical and empirical evaluation of price deals for consumer nondurables. The Journal of Marketing, 116-129.
Bolton, L. E., & Reed, A. (2004). Sticky priors: The perseverance of identity effects on judgment. Journal of Marketing Research, 397-410.
Brock, T. C. (1968). Implications of commodity theory for value change.Psychological foundations of attitudes, 243-275.
Chaiken, S., & Eagly, A. H. (1989). Heuristic and Systematic Information Processing within and. Unintended thought, 212.

Cox, D. F., & Rich, S. U. (1964). Perceived risk and consumer decision-making: The case of telephone shopping. Journal of marketing research, 32-39.
Cox, D. F. (Ed.). (1967). Risk taking and information handling in consumer behavior. Boston: Division of Research, Graduate School of Business Administration, Harvard University.
Cronin Jr, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of retailing, 76(2), 193-218.
Della Bitta, A. J., Monroe, K. B., & McGinnis, J. M. (1981). Consumer perceptions of comparative price advertisements. Journal of Marketing Research, 416-427.
Dhar, R., & Nowlis, S. M. (1999). The effect of time pressure on consumer choice deferral. Journal of Consumer Research, 25(4), 369-384.
Dodds, W. B., & Monroe, K. B. (1985). The effect of brand and price information on subjective product evaluations. Advances in consumer research, 12(1), 85-90.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of marketing research, 307-319.
Dowling, G. R., & Staelin, R. (1994). A model of perceived risk and intended risk-handling activity. Journal of consumer research, 119-134.
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of marketing research, 382-388.
Gierl, H., Plantsch, M., & Schweidler, J. (2008). Scarcity effects on sales volume in retail. The International Review of Retail, Distribution and Consumer Research, 18(1), 45-61.
Gotlieb, J. B., Grewal, D., & Brown, S. W. (1994). Consumer satisfaction and perceived quality: complementary or divergent constructs?. Journal of Applied Psychology, 79(6), 875.
Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions. Journal of retailing, 74(3), 331-352.
Haghirian, P., Madlberger, M., & Tanuskova, A. (2005, January). Increasing advertising value of mobile marketing-an empirical study of antecedents. InSystem Sciences, 2005. HICSS'05. Proceedings of the 38th Annual Hawaii International Conference on (pp. 32c-32c). IEEE.
Hahn, M., Lawson, R., & Lee, Y. G. (1992). The effects of time pressure and information load on decision quality. Psychology & Marketing, 9(5), 365-378.
Hardesty, D. M., & Bearden, W. O. (2003). Consumer evaluations of different promotion types and price presentations: the moderating role of promotional benefit level. Journal of Retailing, 79(1), 17-25.
Hwang, M. I. (1994). Decision making under time pressure: a model for information systems research. Information & Management, 27(4), 197-203.
Kaplan, M. F., Wanshula, L. T., & Zanna, M. P. (1993). Time pressure and information integration in social judgment. In Time pressure and stress in human judgment and decision making (pp. 255-267). Springer US.
Keinan, G., Friedland, N., & Ben-Porath, Y. (1987). Decision making under stress: Scanning of alternatives under physical threat. Acta Psychologica,64(3), 219-228.
Kotler, P., Keller, K.L., Ang, S.H., Leong, S.M., & Tan, C.T.(2008) Marketing Management: An Asian Perspective, 5th Ed, Pearson Prentice Hall.
Liang, T. P., & Doong, H. S. (1999, August). Effect of bargaining in electronic commerce. In Advance Issues of E-Commerce and Web-Based Information Systems, WECWIS, 1999. International Conference on (pp. 174-181). IEEE..
Liebermann, Y., & Stashevsky, S. (2002). Perceived risks as barriers to Internet and e-commerce usage. Qualitative Market Research: An International Journal,5(4), 291-300.
Lin, C. H., & Wu, P. H. (2005). How to deal with conflicts? The effect of consumers’ subjective time pressure on product attitude judgment and choice.The Journal of American Academy of Business, 6, 219-224.
Lynn, M. (1992). The psychology of unavailability: Explaining scarcity and cost effects on value. Basic and Applied Social Psychology, 13(1), 3-7.
Maule, A. J., Hockey, G. R. J., & Bdzola, L. (2000). Effects of time-pressure on decision-making under uncertainty: changes in affective state and information processing strategy. Acta Psychologica, 104(3), 283-301.
McCarthy, E. J. (1981). Basic Marketing: A Managerial Approach, Homewood, Illinois: Richard D. Irwin Inc.,, 63.
McCorkle, D. E. (1990). The role of perceived risk in mail order catalog shopping. Journal of Direct Marketing, 4(4), 26-35.
Monroe, K. B., & Krishnan, R. (1985). The effect of price on subjective product evaluations. Perceived quality: How consumers view stores and merchandise, 209-32.
Monroe, K. B. (1990). Price: Making profitable decisions. New YorkMcGraw-Hill.
Newbert, S. L. (2008). Value, rareness, competitive advantage, and performance: a conceptual‐level empirical investigation of the resource‐based view of the firm. Strategic management journal, 29(7), 745-768.
Neslin, S. A., Henderson, C., & Quelch, J. (1985). Consumer promotions and the acceleration of product purchases. Marketing Science, 4(2), 147-165.

Nowlis, S. M. (1995). The effect of time pressure on the choice between brands that differ in quality, price, and product features. Marketing Letters, 6(4), 287-295.
Parasuraman, A., & Grewal, D. (2000). The impact of technology on the quality-value-loyalty chain: a research agenda. Journal of the academy of marketing science, 28(1), 168-174.
Park, C. W., Iyer, E. S., & Smith, D. C. (1989). The effects of situational factors on in-store grocery shopping behavior: the role of store environment and time available for shopping. Journal of Consumer Research, 422-433.
Payne, J. W., Bettman, J. R., & Johnson, E. J. (1988). Adaptive strategy selection in decision making. Journal of Experimental Psychology: Learning, Memory, and Cognition, 14(3), 534.
Putrevu, S., & Ratchford, B. T. (1998). A model of search behavior with an application to grocery shopping. Journal of Retailing, 73(4), 463-486.
Raghubir, P., & Corfman, K. (1999). When do price promotions affect pretrial brand evaluations?. Journal of Marketing Research, 211-222.
Roselius, T. (1971). Consumer rankings of risk reduction methods. The journal of marketing, 56-61.
Schiffman, L. G., & Kanuk, L. L. (2000). Consumer Beheaviour.
Schultz, D.E., Robinson, W.A. (1992) Sales Promotion Essentials. Lincolnwood, IL : NTC Business Books, 1992.
Shimp, T. A., & Bearden, W. O. (1982). Warranty and other extrinsic cue effects on consumers' risk perceptions. Journal of Consumer research, 38-46.
Shoemaker, R. (1979). An analysis of consumer reactions to product promotions. In Educators’ Conference Proceedings (pp. 244-248).
Smith, G. (1965). How GM Measures Ad Effectiveness. Printer's Ink, 290, 19-29.
Snyder, C. R., & Fromkin, H. L. (1980). Uniqueness: The human pursuit of difference. New York: Plenum Press.
Solomon, M. R.(2004). Consumer Behavior: Buying, Having and Being. Pearson Education.
Taylor, J. W. (1974). The role of risk in consumer behavior. The Journal of Marketing, 54-60.
Teas, R. K., & Agarwal, S. (2000). The effects of extrinsic product cues on consumers’ perceptions of quality, sacrifice, and value. Journal of the Academy of marketing Science, 28(2), 278-290.
Thaler, R. (1985). Mental accounting and consumer choice. Marketing science,4(3), 199-214.
Van den Poel, D., & Leunis, J. (1999). Consumer acceptance of the Internet as a channel of distribution. Journal of Business Research, 45(3), 249-256.
Ward, R. W., & Davis, J. E. (1978). A pooled cross-section time series model of coupon promotions. American Journal of Agricultural Economics, 60(3), 393-401.
Whittler, T. E. (1994). Eliciting Consumer Choice Heuristics: Sales Representives' Persuasion Strategies. The Journal of Personal Selling and Sales Management, 41-53.
Wood, C. M., & Scheer, L. K. (1996). Incorporating perceived risk into models of consumer deal assessment and purchase intent. Advances in Consumer research, 23, 399-404.
Wray, J., & Plante, D. (2011). Mobile advertising engine for centralized mobile coupon delivery. International Journal of Management and Marketing Research,4(1), 75-85.
Wright, P. (1974). The harassed decision maker: Time pressures, distractions, and the use of evidence. Journal of applied psychology, 59(5), 555.
Wu, W. Y., Lu, H. Y., Wu, Y. Y., & Fu, C. S. (2011). The effects of product scarcity and consumers' need for uniqueness on purchase intention.International Journal of Consumer Studies, 36(3), 263-274.
Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of consumer research, 12(3), 341.
Zaichkowsky, J. L. (1986). Conceptualizing involvement. Journal of advertising,15(2), 4-34.
Zaichkowsky, J. L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of advertising, 23(4), 59-70.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 2-22.
 
網站部分
資策會FIND： http://www.find.org.tw/find/home.aspx
數位時代：http://www.bnext.com.tw/
Vpon：http://www.vpon.com/zh-tw/
eMarketer：http://www.eMarketer.com/