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The Research on e-coupon usage

by Lo, Hung-Wei

Abstract (Summary)
The purpose of this thesis is which use the Consumer Strategic Procedure of EKB model to study the behavior of using e-coupon and the factor that influence it, to enable the firm to be aware of the need form consumer, and improve the application of e-coupon. Thus the main purpose of this study is to discuss and analyze the effect of ¡§demographic variables¡¨ and ¡§lifestyle¡¨ on ¡¨motivation¡¨, ¡§information search behavior¡¨, ¡§choice evaluation criteria¡¨, and ¡§usage and result¡¨ respectively ¡V the characters and differences. Cooperating with the professional web which gathers e-coupon, this research targeted toward people who have used e-coupons by the internet questionnaire. A total of 507 valid questionnaires have been collected. It used statistical analysis methods such as Factor analysis, Cluster analysis, ANOVA and Chi-square method, to analyze the original data. The finding of this research is following:
Bibliographical Information:

Advisor:Jun-Ying Huang; Tai-Hwa Chow; Ming-Rea Kao; Tsuang Y. Kuo

School:National Sun Yat-Sen University

School Location:China - Taiwan

Source Type:Master's Thesis

Keywords:lifestyle using behavior e coupon

ISBN:

Date of Publication:06/05/2002

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