資訊科技發展迅速之下，帶動了電子商務市場的蓬勃發展。根據資策會研究報告指出，2014年台灣電子商務市場規模將達到新台幣8,796億元，預估2015年將突破兆元產值，成為台灣繼半導體之後的重要產業。在大環境經濟不景氣下，團購網站運用O2O離線商業模式推出平均市價5折左右的團購優惠券，不僅成為熱門的網路購物平台，也有效提高廠商的廣告效益。但隨著消費糾紛增加以及個資外洩事件頻傳，使顧客在選擇團購網站上有更多的顧慮與考量。
　　本研究以曾在台灣團購網站消費過的顧客為分析對象，使用便利抽樣方式取得有效問卷共計247份，並從服務品質、網站特性及知覺風險等構面探討對於網路團購顧客購買意願之影響因素及干擾效果，最後針對結論提出管理意涵與後續研究建議，供團購網站業者與未來研究者作參考。
　　經SPSS軟體進行敘述統計分析、因素分析、信度及效度分析、相關分析、迴歸分析與平均數檢定來驗證假說後，研究結果顯示：
　一、 服務品質對於顧客購買意願有顯著影響。
　二、 網站特性對於顧客購買意願有顯著影響。
　三、 服務品質與顧客購買意願間，知覺風險存在顯著的干擾效果。
　四、 網站特性與顧客購買意願間，知覺風險存在顯著的干擾效果。
　
　　關鍵詞：團購網站、服務品質、網站特性、知覺風險、顧客購買意願

　　With a rapid development of information technology, it’s boomed the e-commerce market. According to the research by MIC (Market Intelligence and Consulting Institute), Taiwan e-commerce market will reach NT$879,600 million in 2014, estimated in 2015 will exceed a million million NTD output value, and becoming an important industry in Taiwan following the semiconductor. Under the economic depression, group-buying websites provide coupons which are about fifty percent of the average market price to customers in use of O2O(Online To Offline) business model. It’s not only became a popular online shopping platform, but also raise partners’ advertising effectiveness. However, with the increase of consumer disputes and breaching of personal data frequently, customers have more concerns in selecting group-buying websites.
　　The objects of study are consumers who have shopped on group-buying websites in Taiwan, 247 effective questionnaires were obtained by using convenience sampling method, and exploring the influencial factors and moderating effect on purchasing intention of online group-buying customers, including service quality, website attributes and perceived risks. Finally, according to the research findings, we proposed some management policies and academic implications for group-buying websites and future researchers.
　　After descriptive statistic analysis, factor analysis, reliability analysis, validity analysis, correlation analysis, regression analysis and mean tests by using SPSS software to verify the hypothesis, the result of this study shows that:
　1. Service quality has a significant effect on customer purchase intention.
　2. Website attributes has a significant effect on customer purchase intention.
　3. The moderating effect of perceived risks on the relationship between service quality and customer purchase intention is significant.
　4. The moderating effect of perceived risks on the relationship between website attributes and customer purchase intention is significant.
　
　　Keywords: Group-Buying Websites, Service Quality, Website Attributes, Perceived Risks, Customer Purchase Intention

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究對象與目的 4
第四節 研究流程 5
第二章 文獻探討 6
第一節 團購網站 6
第二節 服務品質 9
第三節 網站特性 17
第四節 知覺風險 22
第五節 顧客購買意願 26
第三章 研究設計 29
第一節 研究架構 29
第二節 研究假設 30
第三節 研究變項之操作型定義及衡量方法 31
第四節 研究對象與抽樣計畫 40
第五節 前測 40
第六節 資料分析方法 57
第四章 資料分析與討論 59
第一節 有效樣本敘述統計 59
第二節 信度與效度分析 75
第三節 「服務品質」對「顧客購買意願」之分析 93
第四節 「網站特性」對「顧客購買意願」之分析 94
第五節 知覺風險之干擾效果 96
第六節 人口統計變數之差異性分析 112
第五章 結論與建議 118
第一節 研究結論 118
第二節 管理意涵 123
第三節 研究限制與後續研究建議 126
參考文獻 127
一、 中文文獻 127
二、 英文文獻 127
附錄一 135

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