隨著網際網路的普及與廣泛應用，以網路為媒介的合購模式受到歡迎，網路合購平台將陌生人的需求聚集，使消費者可以更低的價格或更方便的方式買到商品，因此成為重要的商品販售通路。因此探討影響消費者合購因素成為重要的議題。本研究以科技接受模式（Technology Acceptance Model；TAM）為基礎，加入公平認知、信任與社會影響力三構面，以實證方式在PTT合購板(buytogether)發放問卷，並用結構方程模式驗證假說結果如下：(1) 消費者的公平認知會正向影響信任；(2) 消費者的有用性認知、易用性認知、關鍵多數、主購信任對合購態度有正面的影響；(3) 消費者的合購態度對其合購意圖有非常顯著的影響。根據實證結果，本研究分別對主購、合購平台業者與產品公司提出以下建議，(1) 制定明確合理的合購規則、與團員互動展現禮貌；(2) 提升合購平台的功能面、建立主購評價機制、設立熱門商品討論區；(3) 利用廣告或通路增加商品曝光量、提供試用活動。 Online group-buying has developed vigorously as a result of the wide applications of internet. There’re two features of online group-buying: gathering buyer’s needs, and obtain the benefit of quantity discount. The online group-buying platform becomes one of the important channels, and the market is more and more competitive. The objective of this research focuses on the willingness of consumers to purchase goods from online group-buying platforms, and explores whether the cognitions of online group-buying poses any influence on their buying intention. The research is built on the Technology Acceptance Model raised by Davis in 1989, and splits cognitions of online group-buying into 3 categories, namely perceived fairness, trust, and social influence. The research adopts an empirical approach, and distributed online surveys to consumers with past online group-buying experience at PTT. The experimental results demonstrated three points: (1) there are positive effects of perceived procedural fairness; (2) Perceived international fairness to trust, perceived usefulness, perceived ease of use, perceived critical mass and trust upon attitude on initiator; (3) Furthermore, only attitude has strong impact on intention of attending online group-buying. According to these results, there’re some advices as follows: (1) Initiator can set specific rules and be polite to members in the buying group; (2) Operators can upgrade the function and service of platform, establish Selection mechanism of Initiator, and set up hot zone; (3) The product managers can use advertising or TV show to expose their goods, and held tryout for free activities regularly.
