This research is based on EKB Model which is used to probe into behavior of online shopping on travel coupons.Used life style to be separate variable, new hotel?s travel coupons is research target. Research objective as follow: 1. To describe the demographic characteristic for the group of online shopping on travel coupons of the new hotel. 2. To discuss how the customers with different lifestyles to affect different decisions on online shopping and the resources of information. 3. To confer the influence of demographic statistics, life styles, and the origin of information resource with customers? buying decisions. This research used the survey as a way to do the investigation. As a result, 396 useful surveys were obtained. In addition, we take SPSS10.0 which contains description analysis, factor analysis, cluster analysis, one way ANOVA, and Multiple Regression Analysis to perform the analyses. Consequently, the results of this research find out as follow: The market of the hot spring hotel online travel coupons is mainly composed of consumers living north of central Taiwan. Digital generations own the largest percentage among online coupons customers thus become the majority in the online coupons market. Digital generations are most likely to search for information regarding travel coupons through official and secondary websites. They cared about personal preferences as well as products characteristics while budget customers tended to collect information via official websites and emphasize personal preferences. Those who emphasized personal preferences were most likely to use secondary websites to search for information. Therefore, in order to achieve the overall popularity of internet channel, directly distribution to the customers from the agents is a good way to use. Customers who did not obtain the information through the internet but by non-internet commercial information put stress on characteristics of the products. Consequently, directly sales from the hotel can be applied to satisfy such customers.
