長久以來，折價券一直是重要的促銷工具，不論對於製造業者或是零售商而言，也因此，過去許多研究在這方面多有著墨。探討消費者使用折價券的機制與消費者的心理狀態，有助於辨別或是了解哪些消費者較傾向於零售商的促銷手法。然而，這些研究某種程度上，並沒有辦法清楚達到前述的目標，其中，主要的弊病是無法從消費者的觀點來探討消費者對於促銷的傾向。
　　立基於「理性行為理論」，本研究致力於提出認知-情感-行為模式，由這三方面分別了解消費者對於折價券的反應，因而採用了因素分析、結構線性模式與複迴歸分析，衡量四個構面之間的互動關係，四個構面分別為消費者的資訊搜尋行為、對於折價券的價值評估、對折價券的態度，以及購買意願。此外，我們也利用變異數分析來檢定每一個人口統計變數是否在上述的四個構面中有顯著的差異。
　　透過一連串的資料蒐集及統計分析，本研究結果顯示：
(1) 消費者蒐集的資訊愈多，其對於折價券會持有正面的價值評估。
(2) 消費者的資訊搜尋行為在形成情感的流程上扮演著重要的角色。
(3) 消費者對於折價券的價值評估若為正面的，則其對折價券促銷持有正面的態度。
(4) 當消費者對折價券持有正面的態度時，利用折價券的購買意願就會跟著提升。
(5) 男性與女性在購物前有不同的資訊搜尋行為，對於折價券也有不同的評價與信念。年齡層不同的消費者有不同的搜尋行為、情感表現，與不同的產品與品牌選擇。擁有不同教育水準的消費者也有不同的資訊搜尋行為、情感表現，以及不同的產品與品牌選擇。而每個月的可支配所得不同的消費者有不同的資訊搜尋行為，對折價券有不同的正面評價、情感表現、也會有不同的產品與品牌選擇。

　　Coupons continue to be an important promotional vehicle for manufacturers and retailers. Considerable research has been directed to study the mechanism of perspective on coupon's use and a psychological level to identify and understand the deal-prone consumer. Nevertheless, findings pertaining to the sales promotions context have somewhat failed to clarify correlates of deal proneness. The main criticisms lie in the inability of previous studies to consider deals from the consumer's perspective.
　　This research serves to increase our understanding of the relationships between consumers’ cognitive, affective, and behavior response to coupon promotion based on the theory of reasoned action. Factor analysis, LISREL and multiple regression analysis are measured to examine the links between consumers’ information search, the value evaluation of coupon promotion and their attitude toward coupons, and purchase intention. Besides we use multiple analyses of variables to test if each demographic variable differ among four constructs proposed above.
　　Through a serious of data collection and analysis, the following results are found in this study:
(1) If consumers search more information just before shopping or in the daily life, they will be apt to positively evaluate retailers’ coupon promotions.
(2) The consumers searching more information will be more coupon-prone than those have fewer searching behaviors.
(3) Consumers having positive evaluation about coupon promotions will also be more coupon-prone.
(4) Coupon-prone consumers will be more willing to buy products or brands with coupon promotions.
(5) Men and female differ in on pre-purchase search, ongoing search, positive evaluation, negative evaluation and belief. Consumers with different age differ among on-going search, affection, product choice and brand choice. Consumers in diverse groups of the highest education differ among on-going search, affection, product choice and brand choice. Diverse groups of dispensable income that consumers have per month differ among on-going search, positive evaluation, affection, product choice and brand choice.

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