線上集體購物的商務模式，從1998年由美國開始興起之後，這個原本被視為很有效率且深具吸引力的交易機制，並沒有成功地持續發展。本研究特別從實際消費者的角度，透過對於涵括參與過及未參與過線上集體購物的受訪者，進行問卷統計分析，試圖尋找出會影響消費者加入線上集體購物決策的因素，以探討消費者在這樣的商務模式中，最直接的認知與需求，也希望提供對於線上集體購物的經營與發展，更有效益的建議。
本研究從文獻的整理與對臺灣地區實際網路線上集體購物的觀察，設計出對消費者加入的決策可能具有影響之問項，以探索性因素分析法歸結出會影響消費者參與線上集體購物的八項因素，分別為 (一)對集購模式與主購之熟悉度、 (二)對集購商品的認知程度、 (三)累積購買量的達成、 (四)交貨與付款方式、 (五)消費決策的便利性、 (六)參考價格的差距、 (七)集購的刺激性、 (八)品牌認知。
除此之外，根據對這些因素的詮釋與定義，研究也發現： 一、網路運用的成熟，提高了線上集體購物消費者的參與意願， 二、生活型態的改變，使得線上集體購物更符合消費者需求， 三、線上集體購物的模式，使消費者能夠更迅速地提高對商品的瞭解程度。

The business model of on-line group buying has been introduced and thrived since 1998 in America. Unfortuately, this internet-based purchase merchanism did not make its growing progress which should be presumed to be an effective and attractive system as an efficient transaction spot on line. Our research specifically focused on the physical consumers'' view, including the practical participants in the on-line group buying and the general consumers who never have such experiences on it, to establish a statistical analysis on the effects to consumers'' join intention and purchase decision of on-line group buying. We intend to explore the most direct recognition and requirements of the consumers in this commercial mechanism. Also would like to contribute some effective and valuable advices to the future business running under the on-line group buying model for reaching a successful development on it.
Over the thorough approach on the collection of related research essays and from the close observation and investigation on the domestic on-line group buying activities, we therefore designed a questionnaire composed with the possible items which might effect the consumers'' intention to decide if they would like to join the group buying. By applying the exploratory factor analysis, in this essay, we conclude the 8 major dimensions to our research topic: (1) Familiarity with the group-buying platform and initiators, (2) Recognition to essentials of products, (3) Fulfillment of the cumulative volume of orders, (4) Delivery and payment terms, (5) Convenience to consumers'' decision process, (6) Gap between reference prices, (7) Stimulative function, (8) Brand recognition.
Furthermore, we can obtain the following inductive reasoning comments from our descriptions and definitions on the 8 major dimensions of our survey.
A. Maturity of the internet use can effectively increase consumers'' intention to join the on-line group buying.
B. Mutation of the modren lifestyle can just meet and satisfy the requirements from consumers.
C. Model of group buying can easily and promptly raise the consumers'' involvement and understanding on target products.

目 錄
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 9
第四節 研究對象與範圍 10
第五節 研究流程 10
第六節 論文架構 12
第二章 文獻探討 13
第一節 線上集體購物 13
一、 線上集體購物的定義 13
二、 線上集體購物的模式 14
三、 線上集體購物的消費者行為 18
第二節 傳統消費者行為 22
一、 消費者行為理論 22
二、 消費者購買決策模式 25
第三節 科技接受模式 27
第四節 影響消費者參與線上集體購物意圖之相關文獻 28
一、 價格 28
二、 認知風險 31
三、 消費樂趣 34
四、 社群關係與規模 35
五、 便利性 38
六、 外部市場資訊 39

第三章 研究方法 41
第一節 研究流程架構 41
第二節 研究問項設計 41
第三節 統計分析方法 50
一、 統計方法的選擇 50
二、 因素分析法 52
第四節 資料蒐集方法 55
第四章 實證分析結果 57
第一節 敘述性統計分析 57
第二節 因素分析結果 61
第三節 因素命名及說明 67
第四節 結果討論 75
一、 因素重要性及分析 75
二、 開放性題項的問卷結果 76
第五章 結論與建議 82
第一節 研究發現與結論 82
第二節 研究成果與貢獻 84
第三節 研究限制 85
第四節 未來研究方向與建議 86
參考文獻 87
附錄：本研究線上問卷 94

中文文獻
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汪美香、葉桂珍，年輕網路族對網站特性之認知與網路購物意圖之關連性研究，資訊管理展望，第五卷，第1期，頁19-44，民國92年3月
施宏彬，以TAM理論為基礎實證網路購物行為模式，台灣電子商務學會，EC2002研討會論文，民國91年
徐明瑋，集體購物定價策略與競爭環境對加入意圖之影響，國立中山大學資訊管理研究所碩士論文，民國94年
莊隆泰，群體採購中間商系統之研究，國立中山大學資訊管理研究所碩士論文，民國89年
莊雅婷，電子市集集體採購模式之研究，國立中山大學資訊管理研究所碩士論文，民國93年
陳俊憲，線上集體購物模式績效之研究，國立中山大學資訊管理研究所碩士論文，民國92年
楊鎮遠，價格資訊對集體購物加入意圖之影響，國立中山大學資訊管理研究所碩士論文，民國94年
闕志勳，從認知風險探索集體購物不同定價策略之成效，國立中山大學資訊管理研究所碩士論文，民國94年
欒斌、羅凱揚，電子商務，第三版，台中市，滄海出版社，民國91年11月
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