隨著行動裝置與網路日益發達，消費者的消費習慣也隨之改變，根據美國媒體公司數據，可以得知現今消費者使用行動優惠券的比例漸漸提升，從2016年的24%，提升到2017年的32%。因此本研究將投入於行動優惠券的範疇，期能對於行動優惠券有更深入的認識，甚至有助於企業設計與推廣行動優惠券的策略。
過往學者對於科技接受模型已有許多研究，大多是利用外生變數，來解釋與分析使用者在接觸科技時，內在的認知、對於科技的態度與意圖，然而僅有少數學者探討消費者是否會在虛擬社群媒體分享行動優惠券及其動機，且該研究未將消費者的內在認知納入考量，因此以該研究限制作為本研究之出發點。
研究分析後，發現「經濟報酬、互惠性」對知覺有用性有正向影響，「網路口碑」對知覺易用性有正向影響。另外，根據複迴歸分析，「互惠性、知覺有用性、分享態度」對於行為意圖有正向顯著的影響。互惠性與行為態度呈現顯著中度相關。據此，建議品牌業者在從事行銷活動之首要任務，應致力於找出消費者內心認為理想的互惠模式，並建立良好的網路口碑。
最終，推論與研究結果相呼應，讓行動優惠券的相關研究更加具體，縮短實務與理論之間的距離。期能提供未來研究學者可以深入探討的方向，以及商家在設計行動優惠券相關的行銷策略時，有更明確的方向。

SUMMARY
The dissertation is aimed to investigate the motivations which would affect customers to share mobile coupons in the virtual social communities. The objective is to broaden the applicability of technology acceptance model and complement the limitation of the thesis. In addition, the study will assist companies to plan a sound marketing strategy or conduct mobile coupon designing better. As a result of previous study limitation, the author adds some customer-related traits as external variables.
Partial Least Squares is adopted as the research method. The study assumptions are verified. Economic reward and reciprocity affect perceived usefulness positively. Electronic word-of-mouth affects perceived ease to use positively. Economic reward, reciprocity, and eWOM positively affect the customers to decide whether to share the information in their virtual social communities or not. Moreover, reciprocity is moderately correlated to the intention to share m-coupons. Finding an appropriate reciprocity model and build a good eWOM environment are obviously important for merchants to do.
Keywords: Technology Acceptance Model; Mobile coupons; Virtual social community.

INTRODUCTION
The purpose of this study is to complement the research limitations of previous studies that did not consider consumers’ intrinsic cognition. According to Qing T. et al., (2016) research, its structure mainly lists several internal and external motives that may affect consumers' sharing of mobile coupons on the social communities. To the consumer's intrinsic cognition (perceptual usefulness, perceived ease of use), this part is not considered and also listed as a research restriction by the study. Therefore, this study takes external factors (economic reward, reciprocity, electronic word-of-mouth) as external variables, and uses the technology acceptance model to consider the external factors and the characteristics of consumers' internal perception, and combine them together. Under the external factors of the company's marketing strategy, it affects consumers’ internal perceptions, which in turn affects the attitude and intention of consumers to share mobile coupons in the virtual social communities.

MATERIALS AND METHODS
In this study, questionnaires are collected from people who have used the virtual social communities. The research adopts convenience sampling and delivers the questionnaire on the Web. To discover the motivations affecting consumers to share mobile coupons in virtual social communities, we use Partial Least Squares as the research method.
The valid questionnaires collected in this study were statistically analyzed using SPSS statistical software package, including narrative statistical analysis, reliability and validity analysis, Pearson correlation analysis and regression analysis.

RESULTS AND DISCUSSION
After the research and analysis, it is found that "economic reward and reciprocity" have a positive impact on perceived usefulness, and "electronic word of mouth" also has a positive impact on perceived ease of use. Moreover, according to the multiple regression analysis, "reciprocity, perceptual usefulness, and attitude toward sharing" have a positive and significant impact on behavioral intentions. Reciprocity and attitude toward sharing showed a significant moderate correlation. Based on this, it is recommended that the merchants’ primary task in marketing activities should be to find out the ideal reciprocal business model and also establish a good online reputation.

CONCLUSION
This research seeks to proceed from an objective perspective, but it is still interfered by irresistible factors (such as time cost, human resources, etc.), so that many aspects are not that much complete.
There are some limitations. This study did not take “consumers’ activeness in virtual social communities” into account. Nowadays, virtual social communities becomes more and more popular, more and more people are becoming "lurkers". When the store launches sharing and higher discounts, will lurkers enhance their activeness? Sharing the information in the virtual social communities is worth investigating. Therefore, it is recommended that future research can focus on the level of activeness of consumers in virtual social communities and conduct more in-depth research.

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