臺灣博碩士論文加值系統

　　隨著網際網路的發達，網路團購成為新興的網路購買方式。網路團購的定義是利用網際網路及社群方式，將一群對商品或服務有共同需求的人集合在一起，來向賣方議價或分攤運費，以降低高額的銷貨及交易成本。因此，瞭解影響消費者網路團購意向的因素就成為重要的研究議題，過去文獻多數以價格、從眾行為以及網站可用性作為探討主軸，對於主購者特質的探討較少，因此本研究將以主購者特質為干擾效果來探討上述因素對消費者團購意願的影響程度。
　　為了進一步瞭解主購者特質影響消費者參與網路團購的動機，本研究除文獻探討外，藉由焦點團體座談邀請網路團購相關的專家學者來探討消費者參與網路團購的動機，以發展問卷。本次問卷將以網路問卷方式實施，共計邀請307位使用過網路團購的消費者填寫，扣除53份無效問卷，共計254份有效問卷使用敘述性統計分析、信效度分析及層級迴歸分析等方法，進行統計分析及假說驗證。研究結果顯示主購者特質會干擾網站可用性對消費者參與網路團購的影響。

With the development of Internet, group purchase has become a new way of Internet purchase. Online group purchase is defined as the use of the Internet and the community, and a group of people with common requirements for goods or services would be together to negotiate with the sellers for sharing shipping costs or reducing the high level of retail sale prices and transaction costs. Therefore, understanding the factors that influence consumer’s purchase intentions becomes an important research topic. In the past, most of literatures focus on the initiators’ characteristics to discuss the affecting level of consumers’ desire for online purchase with the factors listed above.
In order to understand how the initiators’ characteristics affect the motivation on online group purchase. Besides discussing over related literatures, Focus group with experts and scholars is also held for this study to deliberate the motivation for purchasers to participate in online group purchase with the method of questionnaires. The questionnaires were given online and 307 purchasers with online group purchase experience were invited. Among these questionnaires, 53 were void. And a total of 254 questionnaires were verified. Through descriptive statistics analysis, validity and hierarchical regression analysis methods of statistical analysis and hypothesis testing. Research results show that the main purchasers’ characteristics do affect the usability of web sites to the motivation of online group purchasers.

摘要
Abstract
目錄
圖目錄
表目錄
　壹、緒論
　　一、研究背景與動機
　　二、研究目的
　　三、研究流程
　貳、文獻探討
　　一、網路團購的定義
　　二、現行網路團購
　　三、價格
　　四、從眾行為
　　五、網站可用性構面
　　六、主購者特質
　參、研究架構與研究方法
　　一、研究架構
　　二、研究變數之操作型定義
　　三、研究方法與訪談題目設計
　肆、問卷發放與分析
　　一、問卷發放與回收
　　二、問卷分析方法
　　三、問卷結果分析
　伍、結論與建議
　　一、研究結論
　　二、管理意涵
　　三、研究限制與未來研究方向
參考文獻
附錄

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