| Summary: | 碩士 === 國立中山大學 === 資訊管理學系研究所 === 100 === 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.
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