Purpose: 本文的目的是為台灣和全球在線團購的案例提供一些見解，並從計劃行為理論的角度研究台灣客戶在線團購行為的決定因素。 Design/Methodology/Approach: 本研究使用調查問卷收集數據進行分析，調查問捲髮佈在許多在線平台上，共收集了118名受訪者，其中15份回復被視為無效，103份是有效回复。 然後使用第一相關性進行進一步分析以確定研究中的構建體如何彼此相關，然後進行進一步分析以測試該研究的假設。 Findings: 這項研究的結果表明，對在線團購網站和供應商的信任非常有利於預測在線團購的態度，同時發現隱私問題在預測在線團購的態度上並不重要。 另一方面，未發現主觀規範和感知行為控制與行為預測顯著相關，但在線團購的態度對於預測在線團購的行為非常重要。 規範性結構也是主觀規範的重要預測指標，而自我效能感也與感知到的行為控制密切相關。 ;Purpose: This papers aim is to bring some insight in the case of online group buying in Taiwan and globally and also to investigate the determinants of the Taiwanese customers’ online group buying behavior using the perspective of the theory of planned behavior Design/Methodology/Approach: This research used survey questionnaires to collect data for analysis, the questionnaire was posted in many online platforms and a total of 118 respondents were collected of which 15 responses were deemed invalid and 103 were valid responses. Then a further analysis was done using first correlation to determine how constructs in the study correlate with each other and then a further analysis was done to test the hypothesis of the study. Findings: The findings of this research indicates that trust in online group buying websites and vendor are very good in predicting the attitude towards online group buying while privacy concerns were found to be not significant in predicting the attitude towards online group buying. on the other hand, subjective norms and perceived behavioral control were not found to be significantly associated with the prediction of the behavior, but the attitude towards online group buying was very significant in predicting the behavior in online group buying. normative structure was also a significant predictor of subjective norms, while self-efficacy was also strongly associated with perceived behavioral control.
