網路應用與電子商務時代的來臨，線上購物已經漸漸成為生活中不可或缺的一部分，而近年來集體購物更廣受民眾所矚目，成為最重要的議題。隨著各式各樣集體購物網站的建構，在每一次的集體購物活動中，參與集體購物的成員皆會受到不同的信任因素的影響，也因此對最後的集體購物的參與行為產生影響。
本研究以信任理論為基礎，以消費者的觀點建置一個以信任為核心的集體購物平台，進而探討信任因素對集體購物行為的影響。研究採用實驗室研究法，總共收集614份有效樣本，以八組實驗分別進行探討。研究結果顯示集體購物參與者在不同信任程度的環境下，參與者對集體購物的信任及參與意願會有不同程度的影響。本研究的成果可以運用在集體購物網站設計上，開發能夠獲得消費者信任的網站，並提升消費者參與集體購物的意願。

With the rapid development of internet and electronic commerce, online shopping has been an important part in people’s life. More and more new innovative online business models have been proposed, and internet group buying, one of the most interesting model, has attracted much attention. Due to the properties of internet and group behavior, trust on the internet and among the group are both important factors that would affect the success of group buying. In this research, we will construct a research model based on trust theory to investigate its influence on internet group buying.
To conduct an experiment research, we develop a group buying website first. The design of our group buying site is based on different perspectives of trust, such as trust on group, trust on seller and trust on the website. Under different trust scenarios, the subjects are invited to participate a group buying activity. The results show that, under different trust scenarios, the users have different intention to attend a group buying. It also means that different trust factors have different impacts on group buying intention, and trust is a critical issue for internet group buying.

摘要....................................................................................................................I
Abstract...........................................................................................................II
謝誌.................................................................................................................III
目錄.................................................................................................................IV
圖表索引.........................................................................................................VI
第1章 緒論.....................................................................................................1
1.1 研究背景與動機...............................................................................1
1.2 研究目的...........................................................................................2
1.3 進行步驟...........................................................................................3
第2章 文獻探討.............................................................................................6
2.1 電子商務上的集體購物...................................................................6
2.2 信任...................................................................................................9
2.4 集體議價.........................................................................................16
2.5 數量折扣模型.................................................................................19
第3章 研究設計...........................................................................................23
3.1 研究架構.........................................................................................23
3.2 研究變數操作型定義.....................................................................24
3.3 問卷設計.........................................................................................26
3.5 分析方法.........................................................................................32
第4章 實驗設計...........................................................................................34
4.1 系統架構.........................................................................................34
4.2 參與實驗流程.................................................................................35
4.3 研究樣本取得方法.........................................................................37
4.4 實驗操作.........................................................................................37
第5章 實驗分析與統計檢定.......................................................................45
5.1 量表信度檢測.................................................................................45
5.2 修正後架構及研究假說.................................................................54
5.3 研究假說驗證.................................................................................56
5.4 驗證結果.........................................................................................81
第6章 結論與建議.......................................................................................98
6.1 研究結論.........................................................................................98
6.2 研究貢獻.......................................................................................100
6.3 研究限制.......................................................................................101
6.4 未來研究方向...............................................................................101
附錄A 因素負荷量報表...........................................................................115
附錄B 情境之變項相關係數...................................................................123
附錄C 研究問卷.......................................................................................127
附錄D 實驗網站介紹...............................................................................131
作者簡介.......................................................................................................139

圖 1-1 本研究之研究流程圖................................................................4
圖 2-1 議價空間...................................................................................17
圖 2-2 集體購物價格曲線圖範例......................................................20
圖 2-3 階梯式數量折扣......................................................................21
圖 3-1 研究架構...................................................................................23
圖 4-1 系統架構...................................................................................34
圖 4-2 受測者參與實驗流程圖..........................................................36
圖 5-1 調整後架構...............................................................................55
圖 5-2 情境一之路徑分析圖..............................................................59
圖 5-3 情境二之路徑分析圖..............................................................62
圖 5-4 情境三之路徑分析圖..............................................................65
圖 5-5 情境四之路徑分析圖..............................................................68
圖 5-6 情境五之路徑分析圖..............................................................71
圖 5-7 情境六之路徑分析圖..............................................................74
圖 5-8 情境七之路徑分析圖..............................................................77
圖 5-9 情境八之路徑分析圖..............................................................80
表 2-1 信任定義...................................................................................10
表 2-2 集體購物折扣範例..................................................................20
表 3-1 對群體信任構面問項之參考文獻..........................................27
表 3-2 對賣家信任構面問項之參考文獻..........................................29
表 3-3 對網站信任構面問項之參考文獻..........................................30
表 3-4 對集體購物信任構面問項之參考文獻..................................30
表 3-5 參與意願問項之參考文獻......................................................31
表 3-6 參與人數與網路購物經驗問項之參考文獻..........................31
表 4-1 實驗設計分組狀況..................................................................38
表 4-2 評價機制之信任分數..............................................................39
表 4-3 社會關係網之信任分數..........................................................40
表 4-4 參與人數之信任分數..............................................................40
表 4-5 認證機制之信任分數..............................................................41
表 4-6 加入網站時間之信任分數......................................................41
表 4-7 網站穩定度之信任分數..........................................................42
表 4-8 網站安全性之信任分數..........................................................43
表 4-9 當日瀏覽人數之信任分數......................................................43
表 4-10 會員人數之信任分數............................................................44
表 5-1 構面、變數、問項代號與問項..............................................46
表 5-2 探索因素分析後問項..............................................................51
表 5-3 修正後之問項...........................................................................52
表 5-4 情境一之變項路徑分析及假說驗證......................................58
表 5-5 情境一研究假說檢定結果彚整..............................................60
表 5-6 情境二之變項路徑分析及假說驗證......................................61
表 5-7 情境二研究假說檢定結果彚整..............................................63
表 5-8 情境三之變項路徑分析及假說驗證......................................64
表 5-9 情境三研究假說檢定結果彚整..............................................66
表 5-10 情境四之變項路徑分析及假說驗證....................................67
表 5-11 情境四研究假說檢定結果彚整.............................................69
表 5-12 情境五之變項路徑分析及假說驗證....................................70
表 5-13 情境五研究假說檢定結果彚整............................................72
表 5-14 情境六之變項路徑分析及假說驗證....................................73
表 5-15 情境六研究假說檢定結果彚整............................................75
表 5-16 情境七之變項路徑分析及假說驗證....................................76
表 5-17 情境七研究假說檢定結果彚整............................................78
表 5-18 情境八之變項路徑分析及假說驗證....................................79
表 5-19 情境八研究假說檢定結果彚整............................................81
表 5-20 彚整八組實驗之研究假說檢定結果....................................83
表 5-21 參與人數少，各情境之變項路徑分析................................86
表 5-22 參與人數多，各情境之變項路徑分析................................86
表 5-23 彚整八組實驗之參與人數變項假說檢定結果....................87
表 5-24 有網路購物經驗，各情境之變項路徑分析........................90
表 5-25 無網路購物經驗，各情境之變項路徑分析........................90
表 5-26 彚整八組實驗之網路購物經驗問項假說檢定結果............91
表 5-27 有網路集體購物經驗，各情境之變項路徑分析................94
表 5-28 未有網路集體購物經驗，各情境之變項路徑分析............94
表 5-29 彚整八組實驗之網路集體購物經驗問項假說檢定結果....95
表 5-30 不滿意過去在網路上購買的商品或服務，各情境之變項路徑分析................................................................................96
表 5-31 滿意過去在網路上購買的商品或服務，各情境之變項路徑分析....................................................................................96
表 5-32 彚整八組實驗之過去在網路上購買的商品滿意與否問項假說檢定結果....................................................................97

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