本研究的目的在於了解網路折價券的呈現方式，對消費者所產生的影響，即網路折價券的促銷頻率、商店資訊的豐富程度、網站的互動性，會如何影響消費者對於網路折價券的知覺獲得價值、知覺交易價值、知覺風險與使用意願。
本研究以實驗法進行研究，以網路書店的網路折價券進行實驗，總共有三個自變數：網路折價券的促銷頻率（高／低）、商店資訊的豐富程度（高／低）、網站的互動性（高／低），三個中介變數：知覺獲得價值、知覺交易價值及知覺風險，依變數為網路折價券使用意願，每個自變數各有兩種操弄水準，共八組實驗組別，每組30位受測者，總計240位受測者。
實驗結果以LISREL進行分析，結果發現網路折價券發放頻率對於知覺獲得價值沒有影響；商店資訊豐富程度對於知覺獲得價值有正向的影響，對知覺風險有負向的影響；網站互動性對於知覺風險有正向的影響；在檢驗中介變數的結果中，發現知覺獲得價值對網路折價券使用意願有正向的影響，知覺風險對於網路折價券有負向的影響。整體來說，對於影響網路折價券使用意願最重要的因素為商店資訊豐富程度。

中文部分
李秉倫（2000）。《折扣深度、產品屬性與促銷情境對品牌評價與購買意願影響之研究》。銘傳大學研究管理科學研究所碩士論文。
姜佩德（2001）。《網路互動程度與訊息涉入度對商業網站廣告效果的影響》。 世新大學傳播研究所碩士論文。
徐慧婷（2000）。《計劃行為理論之應用－以電子折價券為例》。國立成功大學企業管理學系碩士論文。
許嘉恩（2000）。《購物行為因素與網際網路購物接受度之關係研究─以行動電話為例》。淡江大學國際貿易學系碩士論文。
葉展彰（2000）。《電視廣告、折價券的發放與兒童對速食餐廳品牌態度及消費意願之 相關研究》。世新大學觀光學系碩士論文。
蔡淑如（1999）。《新聞網站互動性功能設計與使用者感知行為之初探—以聯合新聞網為例》。國立交通大學傳播研究所碩士論文。
蔡鴻文（2000）。《價格促銷頻率、幅度與外部參考價格對消費者行為的影響》。國立臺灣大學商學研究所碩士論文。
羅弘偉（2002）。《電子折價券使用行為之研究》。國立中山大學企業管理學系碩士論文。
英文部分
Bagozzi, R., H. Baumgatner, and Y. Youjae (1992b), “Appraisal Processes in the Enactment of Intentions to Use Coupons,” Psychology & Marketing, Vol. 9(6), pp. 469-486.
Bauer, R. A. (1960), “Consumer Behavior As Risk-Taking,” in Dynamic Marketing for a Changing World. Chicago: American Marketing Association, pp. 389-393.
Bawa, K. and R. Shoemaker (1987), “The Coupon-Prone Consumer: Some Findings Based on Purchase Behavior Across Product Classes,” Journal of Marketing, Vol. 51(4), pp. 99-110.
Bhatnagar, Amit, Sanjog Misra, and H. Raghav Rao (2000), “On Risk, Convenience, and Internet Shopping Behavior,” Communication of the ACM, Vol. 43(11), pp. 98-105.
Blattberg, R. C., T. Buesing, P. Peacock, and S. Sen (1978), “Identifying the Deal Prone Segment,” Journal of Marketing Research, Vol. 15(3), pp. 369-377.
Blattberg, R. C. and Scott A. Neslin (1990), Sales Promotion: Concepts, Methods, and Strategies, NJ: Prentice Hall, Inc.
Bonnici, J., D. Campbell, W. Fredenberger, and H. Kathryn (1996), “Consumer Issues in Coupon Usage: An Exploratory Analysis,” Journal of Applied Business Research, Vol. 13(1), pp. 31-40.
Dodds, William B., Kent B. Monroe, and Dhruv Grewal (1991), “Effects of Price, Brand, and Store Information on Buyers' Product Evaluations,” Journal of Marketing Research, Vol. 28(3), pp. 307-320.
Eagley, Alice H. and Shelly Chaiken (1975), “An attributional Analysis of the Effect of Communicator Characteristics on Opinion Change: The Case of Communicator Attractiveness,” Journal of Personality and Social Psychology, Vol. 32, pp. 136-144.
Engel, James F., Roger D. Blackwell and D. R. Kollat (1993), Consumer Behavior, 7rd ed, South-Western Educational Publishing.
Fishbein, M. and I. Ajzen (1975), Beliefs, Attitude, Intention and Behavior, MA: Addison-Wesley.
Fortin, D. R. (2000), “Clipping Coupons in Cyberspace: A Proposed Model of Behavior for Deal-Prone Consumers,” Psychology & Marketing, Vol. 17(6), pp. 515-534.
Ghose, S., W. Dou (1998), “Interactive Functions and Their Impacts on the Appeal of Internet Presence Sites,” Journal of Advertising Research, Vol. 38(2), pp. 29-43.
Grewal, Dhruv, R. Krishnan, J. Baker and N. Borin (1998), “The Effect of Store Name, Brand Name and Price Discounts on Consumers’ Evaluations and Purchase Intentions,” Journal of Retailing, Vol. 74(3), pp. 331-352.
Grewal, Dhruv, Kent B. Monroe and R. Krishnan (1998), “The Effects of Price-Comparison Advertising on Buyers’ Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions,” Journal of Marketing, Vol. 62(April), pp. 46-59.
Groth, J. C. (1995), “Exclusive Value and the Pricing of Services,” Management Decision, Vol. 33(8), pp. 22-29.
Ha, L. and, E. L. James (1998), “Interactivity Reexamined: A Baseline Analysis of Early Business Web Sites,” Journal of Broadcasting and Electronic Media, Vol. 42(4), pp. 457-474.
Heeter, C. (1989), “Implications of New Interactive Technologies for Conceptualizing Communication,” Media Use in the Information Age: Emerging Patterns of Adoption and Computer Use, NJ: Lawrence Eribaum Associates.
Heijden, Hans Van Der, Tibert Verhagen and Marcel Creemers (2003), “Understanding Online Purchase Intentions: Contributions From Technology and Trust Perspectives,” European Journal of Information Systems, Vol. 12, pp. 41-48.
Henderson, C. (1985), “Modeling the Coupon Redemption Decision,” Advances in Consumer Research, Vol. 12, pp.138-143.
Hofacker, C. F. (1998), Internet Marketing, available on: http://education .pro2net.com/internetmarketing/ch11/risk.html.
Hoffman, Donna L. and T. P. Novak (1996), “Marketing in Hypermedia Computer-Mediated Environment: Conceptual Foundations,” Journal of Markerting, Vol. 60, pp. 50-68.
Hoffman, Donna L., Thomas P. Novak and Marcos Peralta (1999), “Building Consumer Trust Online,” Communication of the ACM, Vol. 42(4), pp. 80-85.
Inman, J. and L. McAlister (1994), “Do Coupon Expiration Dates Affect Consumer Behavior,” Journal of Marketing Research, Vol. 31(3), pp. 423-428.
Jacoby, J. and Leon B. Kaplan (1972), “The Component of Perceived Risk,” In Proceedings, Third Annual Conference. ED. M. Venkatesan. Urbana, IL: Association for Consumer Research.
Kent, Michael L., Maureen Taylor (1998), “Building Dialogic Relationships Trough the World Wde Web,” Public Relations Review, Vol. 24(3), pp.321-334.
Kotler, P. (1997), Marketing Management: Analysis, Planning, Implementation, and Control, 9th ed, NJ: Pretice-Hall Inc.
Kotler, P. and G.Amstrong (1998), Principles of marketing, 8th ed, NJ: Prentice-Hall Inc.
Kristof, R. and A. Satran (1995), Interactivity by Design: Creating and Communicating With New Media, CA: Adobe Press.
Kumar, Manoj, A. Jhingran, and R. Mohan (1998), “Sales Promotions on the Internet” 3rd USENIX Workshop on Electronic Commerce, August 31- September 3, pp. 167-176.
Lichtenstein, D. R. and Bearden (1989), “Contextual Influence On Perceptions Of Merchant-Supplied,” Journal of Consumer Research, Vol. 16(1), pp. 55-66.
Lichtenstein, D. R., Richard G. Netemeyer,and Scot Burton (1990), “Distinguishing Coupon Proneness from Value Consciousness: An Acquisition-Transaction Utility Theory Perspective,” Journal of Marketing, Vol. 54(3), pp. 54-67.
Liddle, A. J. (2000), “Restaurants Tops in E-Coupon Redemption Derby,” Nation's Restaurant News, Vol. 34(21), pp. 34
Liebermann, Yehoshua and Shmuel Stashevsky (2002), “Perceived Risk as Barriers to Internet and E-Commerce Usage,” Qualitative Market Research, Vol. 5(4), pp. 291-300.
McMillan, S. J. (2000a), “Interactivity is in the Eye of the Beholder: Fuction, Perception, Involvement, and Attitude Toward the Web Site,” Proceedings of the American Academy of Advertising, MI: Michigan State University.
Mitchell, V. W., Davies F., Moutinho L. and Vassos V. (1999), “Using Neural Networks to Understand Service Risk in the Holiday Product,” Journa of Business Researchl, Vol.46, pp.167-180.
Mitchell, V. W. and M. Greatorex (1993), “Risk Perception and Reduction in the Purchase of Consumer Service,” The Service Industries Journal, Vol.13(4), pp.179-200.
Mittal, B. (1994), “An Integrated Framework for Relating Diverse Consumer Characteristics to Supermarket Coupon Redemption,” Journal of Marketing Research, Vol. 31(4) pp. 533-544.
Mok, C. (1996), Designing Business, San Jose: Adobe Press.
Monroe, Kent B. (1990), Pricing: Making Profitable Decisions, 2nd ed., McGraw-Hill Publishing Company, p.77.
Murray, Keith B. and John L. Schlacter (1990), “The Impact of Services Versus Goods on Consumers’ Assessment of Perceived Risk and Variability,” Journal of the Academy of Marketing Science, Vol. 18(1), pp. 51-70.
Miyazaki Anthony K. and Ana Fernandez (2001), “Consumer Perceptions of Privacy and Security Risk for Online Shoping,” The Journal of Consumer Affairs, Vol. 35(1), pp. 27-44.
Narasimhan, C. (1984), “A Price Discrimination Theory of Coupons,” Marketing Science, Vol. 3(2), pp. 128-139.
Price, L., L. Feick, and A. Guskey-Fedeouch (1988), “Coupon Behaviors of the Market Maven: Profile of a Super-Couponer,” Advances in Consumer Research, Vol. 15, pp. 354-359.
Quelch, J. A. (1989), “Influences on Sales Promotion Design,” Sales Promotion Management, NJ: Prentice-Hall, Inc.
Raghubir, P. and K. Corfman (1999), “When Do Price Promotions Affect Pretrial Brand Evaluations” Journal of Marketing Research, Vol. 36(2), pp. 211-222.
Reibstein, D. J. and Phillis A. Traver (1982), “Factors Affecting Coupon Redemption Rates,” Journal of Marketing, Vol. 48, pp.102-133.
Rogers, E. M. (1986), Communication Technology: The New Media in Society, NY:Free Press.
Rong, C. and He Feng (2003), “Examination of Brand Knowledge, Perceived Risk and Consumers’ Intention to Adopt an Online Retailer,” Total Quality Management and Business Excellence, Vol. 14(6), pp.677
Schinkler, R. (1989), “The Excitement of Getting a Bargain: Some Hypotheses Concerning the Origins and Effects of Smart-Shopper Feelings,” Advances in Consumer Research, Vol. 16, pp. 447-453.
Schultz, D. E., William A. Robinson, Lisa A. Petrison (1998), Sales Promotion Essentials, 3rd edition, Illinois: NTC/Contemporary Publishing Company.
Shimp, T. and A. Kavas (1984), “The Theory of Reasoned Action Applied to Coupon Usage,” Journal of Consumer Research, Vol. 11(3), pp. 795-809.
So, May W. C. and Domenic Sculli (2002), “The Role of Trust, Quality, Value, and Risk in Conducting E-Business,” Industrial Management + Data Systems, Vol. 102(9), pp. 503-512.
Steenkamp, E. M. (1990), “Conceptual Model of the Quality Perception Process,” Journal of Business Research, Vol. 21(4) pg. 309-334.
Stone, Robert N. and Kjell Gronhuag (1993), “Perceived Risk: Further Considerations For the Marketing Discipline,” European Journal of Marketing, Vol. 27(3), pp.39-50.
Swaminathan, Vanitha, Elzbieta Lepkowska-White and Bharat P. Rao (1999), “Browsers and Buyers in Cyberspace: An Invstigation of Factors Influencing Electronic Exchange?” Journal of Computer-Mediated Communication, Vol. 5(2).
Tellis, G. J. (1998), Sales Promotion Strategy, NY: Addison-Wesley, Inc.
Thaler, Richard (1985), “Mental Accounting and Consumer Choice,” Marketing Science, Vol. 4(3), pp. 199-214.
Webster, F. E. Jr. (1965), “The Deal-Prone Consumer,” Journal of Marketing Research, Vol. 2(2), pp. 186-189.
William, F., R. E. Rice, and E. M. Rogers (1988), Research Methods and the New Media. NY: Free Press.
Zeithaml, Valarie A. (1988), “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, Vol. 52, pp. 2-22.
Zeithaml, Valarie A. and Karen L. Graham (1983), “The Accuracy of Reported Reference Prices for Professional Services,” in Advances in Consumer Research, Vol. 10, Richard P. Bagozzi and Alice M. Tybout, Ann Arbor, MI: Association for Consumer Research, pp. 607-611.