在日常生活中，常看到各式各樣的促銷活動出現在生活中，業者也常常利用各種促銷方式作為刺激顧客消費的工具，折價券就經常被服務業者所使用為促銷活動的工具，但是卻較少有相關的理論探討服務業的折價卷時會如何影響消費者認知。本篇研究的主要目的是要瞭解折價卷上的價格折扣語意及限制會如何影響消費者的認知(服務品質、商店印象、功能風險及財務風險)。同時也研究在使用預購旅遊住宿券時，上述消費者認知會如何影響消費者的認知價值。本研究利用2（價格折扣語意）x 2（限制）的因子實驗設計來驗證相關的假設。透過一連串的資料蒐集和ANOVA以及Regression的分析，得到以下的結果:(1)折價卷的價格折扣語意及限制會影響消費者的認知(服務品質、商店印象、功能風險及財務風險)；(2)當折價券有時間相關的限制(例如:限定使用期間及使用期限)，消費者所知覺到的服務品質會較低而所知覺的財務風險會較高；(3)在兩種不同的折扣語意下(打幾折 vs. 原價多少/折扣後多少)，消費者所知覺到功能風險會因為折價券是否有限制而有相反結果；(4)當折扣語意為”打幾折”時，當折價券有限制時，消費者會有較高的認知商店象；(5)在這個預購旅遊住宿券的研究中，僅有消費者的認知商店印象會對消費者認知價值有正向關係影響。研究成果將供旅館住宿業的行銷管理人員或銷售人員在設計或銷售旅遊住宿券時參考。

Service organizations are shifting more promotional dollars from advertising to sales promotion techniques since they tend to yield quicker and more measurable results. How to choose an effective promotional technique and operate it well are the important issues for service industries. Hence, to investigate the effects of different accommodation coupons’ design on hotel consumers’perceptions become the motivation of this research. This study was attempting to investigate the relationship among the pre-paid accommodation coupons’ design structure (price framing and restrictions) and factors of customers’ perceptions (service quality, store image, risks, and value). A 2 (Price Framing) × 2 (Restrictions) between-subjects design experiment was conducted to examine the influences of different accommodation coupons’ design (price framing and restrictions) on four factors of consumers’ perceptions s (service quality, store image, risks, and value). Results of present study indicated that the price framing and restriction of pre-sell accommodation coupons would significant influence on customers’ perceptions. Vary restrictions would influence on customers’ perceptions differently under vary price framing structure. The accommodation coupons with restriction would cause lower service quality and higher financial risk perceptions of customers than those without restriction. The accommodation coupons with time-related restriction would cause higher financial risk of customers than those without restriction. Under the discount of coupon displayed as “%off” condition, the customers had higher store image perceptions when coupon with restriction than that without restriction. Customers perceived performance risk in opposite way when the discount of coupon displayed as different framings. The result also found that only customers’perceived store image had positive affecting on their perceived value in this pre-selling accommodation coupon case.

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