本研究旨在探討在電子商務蓬勃發展的時代下，該採取何種行銷策略才能吸引消費者，以及探討因應電商平台及網路購物所出現的「折扣碼」，及隨著折扣碼被大量使用後，將其商品化販售的可能性。根據過去文獻可發現，其大多著墨於線下通路之限時與限量比較，且研究發現商品採取「限量」的效果較好，然隨著科技的進步，商品販售通路及實驗方式也隨之改變，現今大部分商品多可透過網路平台進行販售或資訊比對，且所能呈現的網頁形式也不同，故結果可能有所不同。本研究透過設計虛擬網站的方式，創造限時與限量的情境進行數據收集，其研究方式更貼近真實情況。
綜上所述，本研究針對「虛擬通路」之限時或限量情境，對消費者心理變數及決策模式的影響效果之比較，包含購買滿意度、購買值得、再購意願及決策模式，並結合新型態的商品「折價券禮包」作為實驗商品，研究使用虛擬網站的方式進行情境操弄，問卷部分利用迴歸分析及開放式問答統整並得出結論，本研究發現，在虛擬通路中，廠商在進行短期促銷活動時，可採取效果較佳的「限時」的行銷策略，並且可透過販售折價券吸引消費者再次在平台消費，且促銷方式可採用效果較好的折扣碼進行搭配，提高消費者的購買意願。

In the era of booming e-commerce, marketing strategies that should be adopted to attract consumers are essential. In response to e-commerce platforms, "E-coupons" appear and are widely used. According to the past literature, it can be found that most of them focuses on the comparison between the " limited-time "and the " limited-quantity" effect on offline channels, and the study found that the effect of the "limited-time" strategy is better than the "limited-quantity" strategy. However, with the advancement of technology, the sales channels and experimental methods of products have also changed. Most of the products can now be sold, or the information can be compared through online platforms. Moreover, the webpage can be presented differently, so that the results may differ.
In summary, this study discusses the comparative effects of Limited-Time and Limited-Quantity on E-Commerce platforms. Variables include purchasing intention and decision-making models, and the new "E-coupon package" is used as an experimental product. The research uses regression analysis and analysis of open-ended questions. The study finds that companies can adopt a more effective "time-limited" marketing strategy on the E-Commerce platform when conducting short-term promotional activities. Moreover, the "E-coupon package" can be used as a product to sell.

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