在線上集體購物的交易中，直到交易結束前消費者都無法知道最終成交價為何。然而對於最終成交價格的結果以及等待時間的長短都使得消費者認為線上集體購物存在著不確定性。本研究的目的即在於透過不同的定價策略瞭解消費者認知風險對於消費者加入線上集體購物意圖的影響。
本研究透過認知風險的角度來探討遞增型、不變型、遞減型三種不同定價策略的成效。研究結果發現，由於不同定價策略的起始價格、最終價格、降價幅度皆有所差異，使得消費者產生了不同程度的認知風險，並進而影響其加入線上集體購物的意圖。在三種定價策略之中，遞減型的定價策略由於其起始價格最高，因此無法有效吸引消費者加入，故產生了相對於另外兩種定價曲線而言較高的認知風險。認知風險越高，消費者加入線上集體購物的意圖也就越低。
除此之外，本研究也發現，認知有用性、滿意度對於消費者加入線上集體購物的意圖有顯著的正向影響。透過本研究的實驗系統亦發現，認知風險、認知有用性、加入意圖對於消費者加入線上集體購物的實際行為具有顯著的影響。

In the group-buying transaction, consumers will not know the final price until the transaction is closed. It means that there are uncertainties of the final price and time to reach a desired price. In other words, consumers have financial risk and time risk in group-buying transactions. In addition, different pricing strategies of group-buying may result in different risks. The purpose of this study is to investigate how the perceived risks of consumers affect their intentions to participate the online group-buying with different pricing mechanisms, i.e. decreasing, neutral and increasing.
The result shows that because group-buying models with different pricing mechanisms have different initial prices, final prices and discounts, the risks perceived by consumers are different and then, affect consumers’ intention to participate the online group-buying. Among these three pricing mechanisms, decreasing pricing mechanism makes consumers perceive higher risk than other pricing mechanisms because its initial price is higher. The more the consumers’ perceived risks are, the lower the consumers’ intentions to participate the online group-buying are. Therefore, group-buying with decreasing pricing mechanism can not attract consumers to join the online group-buying efficiently.
Furthermore, this study finds that perceived usefulness and satisfaction affect consumers’ intentions to participate the online group-buying significantly. In addition, all consumers’ perceived risks, perceived usefulness and intentions to participate online group-buying influence consumers’ actual participating behavior significantly.

第一章 緒論 8
第一節 研究背景 8
第二節 問題描述與研究動機 8
第三節 研究目的 10
第四節 研究流程 10
第二章 文獻探討 12
第一節 線上集體購物機制 12
一、 線上集體購物的定義 12
二、 線上集體購物的模式 13
第二節 認知風險 16
一、 認知風險的定義與種類 16
二、 認知風險在集體購物中所扮演的角色 19
三、 認知風險和消費者決策 21
四、 認知風險與不同的定價策略 23
第三節 科技接受模式 25
第三章 研究架構與方法 28
第一節 研究架構與假說 28
一、 不同定價策略和認知風險之間的關係 28
二、 認知風險和加入集體購物機制的意圖之間的關係 31
第二節 研究變數與操作性定義 32
一、 定價策略 32
二、 認知風險 36
三、 認知有用性 37
四、 滿意度 37
五、 消費者加入意圖 37
六、 人口統計變數 38
第三節 實驗設計 38
一、 實驗受測對象 38
二、 實驗程序 39
三、 受測者之目標與績效衡量方式 44
第四節 問卷設計 46
第四章 資料統計與分析 48
第一節 信度與效度分析 48
一、 信度分析 48
二、 效度分析 49
第二節 基本資料敘述統計 49
第三節 研究假設檢定 51
一、 不同定價策略對於認知風險的影響 51
二、 認知風險對於消費者加入線上集體購物意圖的影響 57
三、 認知風險與消費者加入線上集體購物行為之間的關係 68
第四節 研究假設檢定彙整 70
第五章 結論與建議 72
第一節 研究發現與結論 72
一、 不同定價策略對消費者認知風險的影響 72
二、 認知風險對於消費者加入線上集體購物意圖的影響 73
三、 認知風險與消費者加入線上集體購物行為之間的關係 74
第二節 研究成果與貢獻 75
第三節 研究限制 76
第四節 未來研究方向與建議 77
參考文獻 78
附錄 A 設計定價策略之問卷 83
附錄 B 正式問卷 84
附錄 C 激勵機制計算公式 89

1. 莊隆泰，群體採購中間商系統之研究，國立中山大學資訊管理研究所碩士論文，民國89年

2. 陳俊憲，線上集體購物模式績效之研究，國立中山大學資訊管理研究所碩士論文，民國92年

3. 邱皓政，結構方程模式，雙葉書廊有限公司，台北，2003.


Anand, K.S., and Aron, R. "Group Buying on the Web: A Comparison of Price-Discovery Mechanisms," Management Science (49:11) 2003, pp 1546-1562.

Bauer, R.A. "Consumer Behavior as Risk-taking," in: Dynamic Marketing for a Changing World, R.S. Hancock (ed.), American Marketing Association, Chicago, 1960, pp 389-398.

Bhatnagar, A., Misra, S., and Rao, H.R. "On risk, convenience, and Internet shopping behavior," Communications of the ACM (43:11), November 2000, pp 98-105.

Bhattacherjee, A. "Understanding Information Systems Continuance: An Expectation-Confirmation Model.," MIS Quarterly (25:3) 2001, pp 351-370.

Browne, M.W., and Cudeck, R. "Alternative ways of assessing model fit," in: Testing structural equation models, K.A. Bollen and J.S. Long (eds.), 1993, pp 445-455.

Cook, J. "Venture Capital: Where Mercata led, consumers were unwilling to follow," Seattle Post-Intelligencer, 2001.

Cox, D.F. Risk Handling in Consumer Behavior -- An Intensive Study to Two Cases Harvard University./Graduate School of Business Administration., Boston, 1967.

Cox, D.F., and Rich, S.U. "Perceived Risk and Consumer Decision-Making - The Case of the Telephone Shopping," Journal of Marketing Research (1:4) 1964, pp 32-39.

Chen, L.-d., Gillenson, M.L., and Sherrell, D.L. "Enticing online consumers: an extended technology acceptance perspective," Information & Management (39) 2002, pp 705-719.

Cunningham, S.M. "The Major Dimensions of Perceived Risk," in: Risk Taking and Information Handling in Consumer Behavior, D.F. Cox (ed.), Harvard University./Graduate School of Business Administration., Boston, 1967, pp 82-108.

Davis, F.D. "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology," MIS Quarterly (13:3) 1989, pp 318-339.

Dowling, G.R., and Staelin, R. "A Model of Perceived Risk and Intended Risk-Handling Activity," Journal of Consumer Research (21:1) 1994, pp 119-134.

Erevelles, S., Roy, A., and Yip, L.S.C. "The universality of the signal theory for products and services," Journal of Business Research (52:2) 2001, pp 175-187.

Garretson, J.A., and Clow, K.E. "The influence of coupon face value on service quality expectations, risk perceptions and purchase intentions in the dental industry," Journal of Services Marketing (13:1) 1999, pp 59-72.

Gupta, A., Su, B.-c., and Walter, Z. "An Empirical Study of Consumer Switching from Traditional to Electronic Channels: A Purchase-Decision Process Perspective," International Journal of Electronic Commerce (8:3) 2004, pp 131-161.

Jacoby, J., and Kaplan, L.B. "The Components of Perceived Risk," in: In Advances in Consumer Research, M. Venkatesan (ed.), Association for Consumer Research, Chicago, 1972, pp 382-393.

Joreskog, K.G., and Sorbom, D. LISREL 8: Structural equation modeling with the SIMPLIS command language. Scientific Software International, Chicago, 1993.

Kahneman, D., and Tversky, A. "Prospect theory: Analysis of decision under risk," Econometrica (47) 1979, pp 263-291.

Kannan, P.K., and Kopalle, P.K. "Dynamic Pricing on the Internet: Importance and Implications for Consumer Behavior," International Journal of Electronic Commerce (5:3) 2001, pp 63-83.

Kaplan, L.B., Szybillo, G.J., and Jacoby, J. "Components of Perceived Risk in Product Purchase," Journal of Applied Psychology (59) 1974, pp 287-291.

Kauffman, R.J., and Wang, B. "New Buyers' Arrival Under Dynamic Pricing Market Microstructure: The Case of Group-Buying Discounts on the Internet," Proceedings of the 34th Hawaii International Conference on System Sciences, 2001, pp 1-10.

Kauffman, R.J., and Wang, B. "Bid Together, Buy Together: On the Efficacy of Group-Buying Business Models in Internet-Based Selling," in: Handbook of Electronic Commerce in Business and Society, P. B. Lowry, J. O. Cherrington and R.R. Watson (eds.), FL: CRC Press, Baca Raton, 2002.

Kim, D.J., Cho, B., and Rao, H.R. "Effects of consumer lifestyles on purchasing behavior on the Internet: a conceptual framework and empirical validation," Proceedings of the twenty first international conference on Information systems, Brisbane, Queensland, Australia, 2000, pp 688-695.

Lai, H. "Collective Bargaining Models on e-Marketplace," SSGRR 2002S, International Conference on Advances in Infrastructure for e-Business, e-Education, e-Science, e-Medicine on the Internet, L' Aquila, Italy, 2002.

Leclerc, F., Schmitt, B.H., and Dube, L. "Waiting time and decision making: Is time like money?," Journal of Consumer Research (22:1) 1995, pp 110-119.

Liang, T.-P., and Doong, H.-S. "Effect of Bargaining in Electronic Commerce," International Journal of Electronic Commerce (4:3) 2000, pp 23-43.

Lim, N. "Consumers' perceived risk: sources versus consequences," Electronic Commerce Research and Applications (2:3) 2003, pp 216-228.

Moon, J.-W., and Kim, Y.-G. "Extending the TAM for a World-wide-web context," Information & Management (38) 2001, pp 217-230.

Murray, K.B., and Schlacter, J.L. "The Impact of Services versus Goods on Consumers' Assessment of Perceived Risk and Variability," Journal of the Academy of Marketing Science (18:1) 1990, pp 51-65.

Peter, J.P., and Tarpey Sr., L.X. "A Comparative Analysis of Three Consumer Decision Strategies," Journal of Consumer Research (2:1) 1975, pp 29-37.

Roselius, T. "Consumer Rankings of Risk Reduction Methods," Journal of Marketing (35:000001), Jan 1971, pp 56-61.

Salam, A.F., Rao, H.R., and Pegels, C.C. "Virtual extension: Consumer-perceived risk in e-commerce transactions," Communications of the ACM (46:12), December 2003, pp 325-331.

Shimp, T.A., and Bearden, W.O. "Warranty and Other Extrinsic Cue Effects on Consumers' Risk Perceptions," Journal of Consumer Research (9) 1982, pp 38-46.

Su, B.-c. "Risk behavior of Internet shopping: comparison of college students' versus non-student adults'," Proceedings of the 5th international conference on Electronic commerce), September 2003, pp 181-185.

Tan, S.J. "Strategies for reducing consumers' risk aversion in Internet shopping," The Journal of Consumer Marketing (16:2) 1999, pp 163-180.

Taylor, J.W. "The Role of Risk in Consumer Behavior," Journal of Marketing (38) 1974, pp 54-60.

Tsvetovat, M., Sycara, K., Chen, Y., and Ying, J. "Customer coalitions in the electronic marketplace," In Proceedings of the 3rd Workshop on Agent Mediated Electronic Commerce (AMEC-2000), 2000.

Wood, C.M., and Scheer, L.K. "Incorporating perceived risk into models of consumer deal assessment and purchase intention," Advances in Consumer Research (23) 1996, pp 399-404.

Yamamoto, J., and Sycara, K. "A stable and efficient buyer coalition formation scheme for e-marketplaces," Proceedings of the fifth international conference on Autonomous agents (AGENT'01), Montreal, Quebec, Canada, 2001, pp 576-583.