| Summary: | 碩士 === 世新大學 === 資訊管理學研究所(含碩專班) === 98 === The development of information technology makes the usage of Internet become popular , and then builds up the Third Generation and changes the consumers' consumption habit. For this reason, coupons are gradually changing from traditional coupons to mobile-coupons. The development of mobile-coupons may cause different consumers’ usage intentions and behavior of coupons. Based on the technology acceptance model (TAM) and Acquisition Transaction Utility theory, in term of structure equation model （SEM）, we analyze 336 date and try to develop a theoretical and empirical model. This research is to investigate the behavior of using mobile-coupon with acquisition transaction utility theory and the factor that influence it, to enable the firm to be aware of the need from consumer, and improve the application of mobile-coupon.
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