線上合購是最近興起的一種的線上購物模式。「合購」指的是一群有相同需求的消費者，透過網際網路的平台聚集在一起進行採購，達成大量購買以提高議價能力，達到價格下降的目的。因此消費者為何選擇這種方式進行購物，除了價格上的折扣之外，應該仍有許多消費者行為背後的動機是可以去探討的。 本研究希望了解團員在選擇透過線上合購購買產品時，其決策背後的依據是什麼。因此去探討團員對主購的信任度、知覺風險、從眾性購買對團員再次加入合購意圖的影響，並研究社群關係與主購經驗分享如何影響上述因素，而影響到消費者再次加入合購的意圖。 根據最後的資料分析結果顯示，主購的經驗分享與團員對主購的信任度、從眾性購買有正向關連性。地緣關係則與時間風險有負向關連性，與主購信任度有正向關連性。主購信任度與從眾性購買則都與財務、績效、時間風險有負向關連性。最後主購信任度與從眾性購買都與再次加入合購之意願有正向關連性。 最後依據實證結果，於結尾部分提供主購一些建議，以能吸引更多人加入合購團，提高主購開團的成功率。 For the past few years, online group-buying have been one of the innovative online shopping mechanisms. Group-buying means a group of people who have the same requirement with a product, they put together with Internet so that can make the amount to get discounts. So why consumers choose this mechanism to do online shopping, there still have some motives that behind consumers can be analyze, expect the price discount. The purpose of this research is to understand the factors about why consumers choose purchase through group-buying. We consider about consumers’ trust in the initiator, perceived risk, and consumers’ conformity purchasing behavior as factors, and verify how they have effect on consumer’s intention to join online group-buying. And to understand how community relation and experience sharing impact these factors, so that have effect on consumer’s intention to join online group-buying. After the analysis with LISREL method, we find that experience sharing from initiator have positive effect on consumers’ trust in the initiator and consumers’ conformity purchasing behavior. And region relation has positive effect on consumers’ trust in the initiator, negative effect to perceived time risks. Consumers’ trust in the initiator and consumers’ conformity purchasing behavior all have negative effect on perceived financial, performance, and psychology risks, and positive effect on consumer’s intention to join online group-buying. By the results of this research, we provide some recommendation to initiators, and expect they can attract more consumers to join their online group-buying.
