本研究係以票券式團購購買者為對象，探討認知風險與購買意願間的關聯性，以及網站信任度及知覺價格與其的關係，主要的目的為（一）探討消費者對於票券式團購的購買行為；（二）檢視消費者對於知覺價格與票券式團購中認知風險間的關係；（三）了解票券式團購網站的信任程度對消費者購買意願的影響。本研究主要是使用問卷調查法，總共蒐集有效問卷301份。透過相關分析、迴歸分析後得到下列結果：
(一) 票券式團購族群以女性為主，主要的消費族群為19-29歲為眾；每個月的消費能力為五萬以下；北部地區的消費者居多。
(二) 消費者購買票券式團購主要的原因為商品優惠及訂購方便；不購買的原因為消費時間有所限制及服務品質降低。
(三) 當消費者對網站信任度越高時，其認知風險越低，且其購買意願越高。說明了信任的確影響了消費者的購買決策。
(四) 本研究發現在票券式團購中，知覺價格感受較低的消費者依舊擁有較高的知覺風險,且其購買意願較低，本研究推論與票券式團購的消費方式有關。

The research objects are Tickets Group Buying Websites, to explore the correlation between Perceived Risk and Purchase Intention, including website trust and perception of price. The main purpose is to investigate consumers' tickets group buying behavior, and to understand the consumers' perceived risk interactions with perceived price, trust in tickets group buying, and the impact of people’s purchase intention.
This research takes the questionnaire survey; we collect total 301 available samples. Use percentage, average, correlation analysis and regression analysis. The study result indicated that main consumer in ticket group buying are women; the major consumer age groups is 19-29 years old, their income per month is bellow fifty thousand; and most of consumer who lives in northern area in Taiwan.
The main reasons that people who willing to use ticket group buying are cheapest price and easy to buy. The key reasons people who do not buy ticket group buying are using time limit and lower service quality.
In this research, we found that when consumer has higher website trust, the perceived risk will be weaken; besides the purchase intention will be strengthen. The trust has significant effects on consumer’s purchase decision in ticket group buying. This study also founds that consumer have lower perceived price having higher perceived risk and having lower purchase intention.

壹、緒論 1
第一節 研究背景與動機 1
第二節 研究問題 6
第三節 研究目的 7
貳、文獻探討 8
第一節 團購 8
第二節 網路消費者行為 12
第三節 認知風險 18
第四節 信任 23
第五節 知覺價格 25
第六節 文獻總結 27
参、團購產業分析 30
第一節 國外團購演進過程及近況 30
第二節 國內團購演進過程及近況 33
肆、研究方法 38
第一節 研究架構 38
第二節 研究假設 40
第三節 觀念型定義 42
第四節 操作型定義 43
第五節 前測 47
第六節 抽樣方法及初級資料蒐集方式 47
第七節 資料分析方法 48
伍、資料分析與結果 49
第一節 樣本敘述性統計分析 49
第二節 問卷信度分析 54
第三節 問卷構面相關性分析 55
第四節 各構面間迴歸分析 57
第五節 干擾變數檢定 63
陸、結論與建議 66
第一節 研究結果 66
第二節 研究貢獻 68
第三節 研究限制 70
第四節 後續研究建議 71
參考文獻 72
附錄 研究問卷 82

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