從過去文獻得知，消費者對科技的認知易用性與認知有用性會正面影響到使用科技的態度。故消費者對網路書店的認知易用性與認知有用性將影響到消費者對網路書店的使用態度。過去的研究較多僅使用科技接受模式來衡量消費者對科技或電子商務的使用態度。另一方面，以目前台灣網路書店來說，現金折扣與電子折價券是網路書店業者最常使用的促銷方法。雖然促銷一般認為有助於提高銷售量，但可能造成消費者對品質的疑慮。
本研究結合消費者對網路書店的態度與網路書店促銷，並使用實驗設計方法，將實驗設計情境分成網路書店無提供促銷、提供現金折扣、提供電子折價券等三個不同促銷情境，以比較消費者對網路書店的使用態度是否有所改變。
根據遠見雜誌調查，高學歷族群未來最有可能繼續購買書籍，故本研究以成功大學學士班學生為研究樣本。本研究結果發現，若消費者認為網路書店容易使用，將直接對網路書店產生正面的使用態度，這與過去的研究結果相同。且當網路書店提供電子折價券時，提高消費者對網路書店的知覺價值、使用態度的效果最好。且消費者對網路書店品質的感覺將會直接影響到他們在網路書店的購買意願。希望本研究結果，有助於網路書店業者在選擇促銷方法時做為參考。

According to the literature, consumers’ perceptions of both the ease of use and the usefulness of any given technology will affect their attitude toward using it. A typical example is internet bookstores. In the past, researches usually employed a Technology Acceptance Model, which only measures consumers’ attitude toward a technological device or service, such as electronic commerce. For promoting internet bookstores in Taiwan, price discounts and electronic coupons have been the most common methods.
This study aims to combine analyses of consumers’ attitude and internet bookstore promotion, using an experimental design which looks at various promotion scenarios—such as no promotion, price discount and e-coupons—and then comparing changes in consumers’ attitudes toward using internet bookstores.
Based on an investigation of http://www.gvm.com.tw/, it has been determined that educated people are the main customers of books. Therefore, under graduates of NCKU will serve as the primary subjects in this thesis. According to this study’s results, consumers’ perceived ease of use and perceived usefulness of internet bookstores positively affect their attitude toward using them. Moreover, e-coupons further enhance consumers’ positive attitude toward using internet bookstores.

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