現今網路上的購物網站就像實體的購物市場一般(Liao, Chu, Chen & Chang, 2012)，由於線上購物環境特色使得無論是時間、地點、價格、交易方式對消費者來說都更加彈性，更能提供消費者一個滿足衝動性購買慾望的空間，並使消費者在網路上購買的比例日與俱增(鄭雅嵐，2012)，也正因這些特點，衝動性購買在電子商務裡是普遍的現象(Verhagen & Van Dolen, 2011)。
With the advancement of technology and the rapid development of mobile communication technologies, 3G and 4G. From the survey of the Taiwan Institute for Information Industry (2014), the penetration rate of smart phone has reached 65.4% in 2014, and with the expansion of the market, users pays more attention to App.
Online shop these days is just like a physical store (Liao, Chu, Chen and Chang, 2012). Online shop is more flexible for customers to fulfill their impulsive desires, because there is no time or space limit. Online shopping is gradually becoming popular. (Ya-Lan Cheng, 2012)With all these features, impulsive buying behavior is common in e-commerce.
The purposes of this study are to understand: 1. how different promotion time could impact customer value and perceived risk. 2. How different promotion channels(App, Web and physical store) could impact customer value and perceived risk. 3. if impulsive buying trait has any moderating effect on the influence of promotion time and promotion channels to customer value and perceived risk.
We conducted an experiment using a 2x3 factorial design, in which perception of promotion time was divided into limited promotion and non- limited promotion, and promotion channels were divided into 3 channels: App, Web and physical store. We then applied these factors to the design of six types of questionnaires for distribution to consumers. Finally, analysis of the questionnaire results led to the formulation of suggestions regarding marketing in a mobile commerce environment.
Therefore, the purpose of this research is to explore the different promotion time and different promotion channels on consumer purchase dining e-coupons, using impulsive buying trait as the moderator. The experimental design method is employed in this study, and 200 effective samples are collected. Results of this study showed that:
1. There are significant positive influence on customer value and perceived risk by the different promotion time.
2. There are no influence on customer value and perceived risk by the different promotion channels.
3. The impulsive buying trait has a moderator effect on the influence of different promotion time and different promotion channels to customer value and perceived risk.
After the results of this study found that the impulsive buying trait has a moderator effect on the influence of physical store to customer perceived risk. The company could be strengthened through more purchases and development App shopping that can make impulsive buying trait consumers reducing reduce the perceived risk consciousness.