隨著網際網路的快速發展與社群平台應用之普及，人們變得越來越依賴網路。Facebook社群網站已逐漸成為普羅大眾即時搜索資訊與交流互動的工具；也是團購經營者接觸顧客、行銷產品的新形態管道之一。消費者與團購經營者雙方如何在Facebook社群平台中互動，並創造更多的價值是一個有趣且值得探討的議題。本研究從Facebook社群團購網站價值經營的三個要素（技術、內容、社交等價值）探討對顧客滿意度、承諾、黏著度、購買意願之相關性，利用問卷調查方式了解Facebook 團購網站價值經營對消費者購買意願之影響。
本研究透過Facebook 社群團購網站的主購者，協助發放問卷共計395份，有效回收之211份(53.41%)。問卷調查結果顯示，社群網站價值經營對顧客滿意度有顯著正向的影響；社群網站價值經營對承諾無顯著的正向影響；顧客滿意度對承諾顯著有顯著正向的影響；顧客滿意度對購買意願有顯著正向的影響；顧客滿意度對黏著度有顯著正向的影響；承諾對黏著度有顯著正向的影響；承諾對購買意願有顯著正向的影響。
整體而言，以內容價值最能彰顯價值經營的成效，團購網站經營因設法將社交價值與技術價轉換成有效的經營。Facebook 社群團購網站的滿意度能夠影響消費者的黏著度與購買意願，所以團購網站能主購者若能快速回答及解決消費者的問題，便能提升消費者對此該團購網站主購者滿意度的觀感。此外，本研究中承諾與購買行為是不同的概念，建議主購者能了解消費者所重視的價值或需求，進而強化承諾的鏈結，發展優質的社群團購關係。

Facebook is one of major social networking sites that can create an interpersonal communication platform which exchange experiences and interact with others easily. In recent years, Facebook becomes a new channel to touch customers, and group-buying exploits its’ interface to offer products and services. The issues with the interactions between customers and group-buying sites that creating value in Facebook are worth and interesting. This study tries to examine the context of causal relationship for group-buying sites’ value (technology value, content value, and social value), customer satisfaction, commitment, stickiness, and purchase intention through literature review, and then provides the relevant hypotheses as the basis of empirical research through a questionnaire survey.
Structure equation modeling (SEM) will be applied to examine the correlations among group-buying sites’ value, customer satisfaction, commitment, stickiness, and purchase intention. 395 questionnaires are collected from the main purchasers of group-buying communities in Facebook. Based on 211 effective questionnaires with a valid response rate of 53.41%, the results show that: 1. group-buying sites’ value positively affects customer satisfaction; 2. group-buying sites’ value doesn’t positively affect commitment; 3. customer satisfaction positively affects commitment; 4. customer satisfaction positively affects purchase intention; 5. customer satisfaction positively affects stickiness; 6. commitment positively affects stickiness; 7. commitment positively affects purchase intention.
Generally, content value can reflect effects of group-buying sites’ value. Group-buying sites should transform technology value and social value into a configuration of value activities. Moreover, rapid response and problem saving can increase intensity of customer satisfaction to keep customer stickiness and purchase intention. Further, focusing on customer needs or giving an impetus to community management and customization services could increase the effects of commitment to develop high quality relationships on group-buying sites.

謝辭...........................................I
摘要..........................................II
Abstract....................................III
表目錄.......................................VII
圖目錄........................................IX
第一章 緒論...................................1
第一節 研究背景...............................1
第二節 研究動機與目的.........................4
第二章 文獻探討...............................6
第一節 團購定義...............................6
第二節 社群網站的價值經營.....................8
第三節 顧客滿意度.............................9
第四節 承諾定義..............................11
第五節 購買意願..............................12
第六節 黏著度...............................13
第七節 研究假說..............................15
2.7.1 社群網站價值與顧客滿意度之關係........15
2.7.2 社群網站價值經營與承諾之關係..........15
2.7.3 顧客滿意度與承諾之關係...............15
2.7.4 顧客滿意度與購買意願之關係............16
2.7.5 顧客滿意度與黏著度之關係.............16
2.7.6 承諾與黏著度之關係...................17
2.7.7 承諾對購買意願之關係.................17
第三章 研究方法..............................19
第一節 研究流程..............................19
第二節 研究架構..............................21
第三節 研究變數與操作定義....................22
3.3.1 社群網站的價值經營操作定義............22
3.3.2 顧客滿意度操作定義...................23
3.3.3 承諾操作定義........................24
3.3.4 購買意願操作定義....................24
3.3.5 黏著度操作定義......................25
第四節 問卷設計與研究對象....................26
第五節 資料蒐集方法..........................28
第六節 統計分析方法..........................29
3.6.1 敘述性分析..........................29
3.6.2 信度與效度分析.......................29
3.6.3 結構方程式分析.......................30
第四章 資料分析與發現.........................31
第一節 敘述性統計分析........................31
4.1.1 樣本結構之敘述性統計分析.............31
4.1.2 衡量題項之敘述性統計分析.............34
第二節 問卷信度與效度分析....................38
4.2.1 信度分析............................38
4.2.2 效度分析............................43
4.2.2.1 收斂效度分析....................44
4.2.2.2 區別分析........................50
第三節 整體結構模式分析......................52
4.3.1 變數間相關係數分析...................52
4.3.2 整體結構模型驗證.....................53
4.3.3 理論模型路徑分析.....................60
第五章 結論與建議............................65
第一節 研究結論.............................65
5.1.1 敘述性統計分析之發現.................65
5.1.2 整本樣本驗證與假說檢定之發現.........66
第二節 管理意涵.............................68
第三節 研究限制與建議........................71
參考文獻......................................73
附錄 研究問卷.................................87