群體決策應用於消費行為領域的相關研究如鳳毛麟角，原因在於群體決策過程及成員間互動不易觀察，然而，不論實體或虛擬的網路環境中，個體消費行為與群體決策結果互相影響的實例不乏多見，尤其景氣萎靡的時代，許多消費者召集群體的力量，向廠商議價索取大幅度折扣，這種模式稱為線上集體購物，即為群體決策行為的一環。
本研究探討線上累積購買人數、限制性促銷(restricted promotion)等因素對線上集體購物特性(如：需求外部效果、價格跌落效果、價格層級效果、交易終止效果、衝動性購買意圖)的影響，前四大特性乃Kauffman 及 Wang於2001年所提出，前述學者並未進行實證，故本研究以虛擬網站實證群體規範性對線上集體購物決策效果。
研究結果顯示消費者面對線上累積合購人數越多時，Kauffman 及 Wang所提出的四大集體購物特性皆成立，也就是說，線上集體購物存在顯著的規範性影響。本研究結果可提供網路業者瞭解消費者於線上集體購物行為，作為線上集體購物機制設計之參考依據。

Because of an invisible interaction between group member and the process, the related research about group decision on the consumer behavior was rare. However, no matter in real entity or virtual network, individual behavior is influenced exactly on the result of group decision.
In slump age,The consumers convene a power of group and then used by the shop whose product’s selling prices drops as more buyers place. It is called on-line group buying, or namely a part of group decision.
Kauffman and Wang.(2001)found the on-line accumulates the purchase population and restrictive promotion influence the on-line group buying characteristic include of Demand externalities、Price-level effect、Price effect、Cycle-ending effect. However, their study didn’t include the evidence of expectation of Impulsive Buying. This study is based on Kauffman and Wang(2001) four on-line group buying characteristics and add Impulsive Buying to evidence the Normative Conformity activity.
We will expect the result revels a significant effect as more on-line accumulates purchase population, the on-line group buying will exist the Normative Conformity effect. Finally, based on our assumptions, this study offers some suggestion as references to design the on-line shopping system for managers in cyber shops.

摘要 I
Thesis Abstract II
誌謝 III
表目錄 V
圖目錄 VI
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程與方法 5
第二章 文獻探討 6
第一節 線上集體購物(group buying)現況 6
第二節 線上集體購物群體決策(group decision)特性 7
第三節 線上合購人數對線上集體購物之影響 9
第四節 限制性促銷（restricted promotion）對線上集體購物群體決策行為影響 11
第五節 訂價機制對線上集體購物消費行為的影響 14
第六節 線上集體購物群體決策效果 16
第三章 研究方法 23
第一節 研究架構與研究假設彙整 23
第二節 實驗架構 25
第三節 變數操作說明 27
第四節 實驗建構及流程與問卷設計 33
第五節 資料分析 39
第四章 資料分析結果 40
第一節 樣本敘述性統計分析 41
第二節 信度與效度分析 43
第三節 研究假設驗證 44
第四節 假設檢定總整理 58
第五章 研究結論與建議 59
第一節 研究結論 59
第二節 行銷意涵與實務建議 62
第三節 本研究貢獻 66
第四節 研究限制與未來研究方向 67
附錄 73

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