電子折價卷團購網站的興起，使商家開始利用團購網站以低價折扣進行廣告宣傳，但消費者在購買後卻常無法在想要的時段享受服務，因此產生許多消費糾紛，不但無法達到原先的廣告用意甚至產生負面的宣傳效果。探討現今商家使用廣告模式的團購網站所產生的問題，發現商家應善用冷門時段進行廣告促銷以吸引人潮而非在熱門時段。因此本研究的目的是想要了解服務業是否可利用行動商務及電子折價卷之結合，激發消費者衝動性購買行為以提升收益管理。為了探討上述研究目的，本研究採用線上實驗法及問卷收集研究資料進行分析。
本研究結果發現：(1)商家所提供販售的電子折價卷數量多寡，並無法直接引發消費者感受到的時間壓力，但是如果少到讓消費者感受到商品的稀少性，則不僅能讓消費者感受到較高的時間壓力，也會提高其知覺價值。(2)消費者的知覺價值不僅會因消費者所感受到的稀少性而提高，也會受到折扣的正向影響。 (3)商家與消費者的距離越近時，會提高消費者感知的適地性。(4)消費者所感受到的時間壓力、知覺價值、適地性及其本身的衝動性特質皆會引發衝動性購買意圖，其中以知覺價值影響最大，次為消費者本人的衝動性特質，再次為適地性。

As the e-coupon group-buying is getting popular, there are many sellers using e-coupon group-buying as an advertising strategy by providing e-coupon with big discount. However, there were many complaints from consumers saying that they couldn’t reserve the services on peak time as they wished. It turns out that the sellers could not achieve the advertising effect but the negative image. We found the good time for sellers doing advertising by selling e-coupon is on the off-peak time. Based on above observation, this study tried to explore whether the service industry can enhance the impulse buying behavior and thus improve yield management performance by selling e-coupons through mobile devices. An online experiment with questionnaire was implemented to collect research data.
The research results include: (1) The quantity of e-coupon provided by the sellers will not have significant impact on time pressure perceived by the consumers directly. However, if the limited quantity lets consumer recognize its scarcity, it will increase consumer perceived time pressure and perceived value as well. (2) In addition to the perceived scarcity, the e-coupon discount also has positive influence on consumer perceived value. (3) The shorter distance the location of the store is, the better perceived location will be. (4) The consumer impulse buying intention will be impacted by the perceived time pressure, perceived value, perceived location and impulse characteristic of the consumer. Among them, the perceived value has highest influence and the second is consumer impulse characteristic followed by the perceived location.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 4
第二章 文獻探討 6
第一節 服務業與收益管理 6
第二節 行動商務 7
第三節 消費者行為 10
第四節 小結 16
第三章 研究架構與假說 17
第一節 研究架構 17
第二節 研究假說 20
第四章 研究方法 24
第一節 實驗設計 24
第三節 獎勵機制 26
第四節 實驗系統 27
第五節 實驗流程 31
第六節 問卷設計 31
第五章 統計分析 34
第一節 基本資料敘述統計 34
第二節 問卷信效度分析 35
第三節 檢定結果分析與討論 39
第四節 綜合討論 44
第六章 結論與建議 46
第一節 研究發現與結論 46
第二節 研究貢獻 46
第三節 研究限制 47
第四節 未來研究方向與建議 48
文獻參考 49
附錄 A 研究問卷 53
附錄 B 實驗網站介紹 57

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