消費者在進行購物決策前，通常都會主動收集市場資訊；換句話說，市場資訊是決定消費者購買意圖和行為的關鍵因素。早期文獻指出，當消費者面對一個較大的價格分布時，會預期找到比較便宜的店家，除此之外，消費者也會考慮商品未來的價格。
Kauffman et al.(2002)認為市場價格資訊會影響集體購物的招募，在競爭的市場環境中，如果消費者無法感受集體購物機制所帶來的折扣效用，他們可能會轉向其他零售商店購買。此外，因為在交易結束前，集體購物最終成交價都具有不確定性，消費者加入集體購物的決策可能會受到他們對最終成交價預測的影響。
本研究探索市場價格分布和產品價格波動如何影響消費者內部參考價格與對集體購物最終成交價的預期。交易效用產生自內部參考價格與集體購物最終成交價的預期之間的差，其如何影響消費者加入集體購物的意圖，是本研究的另一個重要議題。另外，本研究也探究風險態度是否會干擾消費者對集體購物最終成交價的預測。
本研究結果發現，價格分布對所有消費者的內部參考價格與預測成交價都有顯著的影響，然而，價格波動只有對消費者認知的公平價格、渴望價格和保留價格有影響，對消費者最終成交價預測沒有顯著影響，本研究也沒有發現風險態度的干擾。如本研究預期的結果，交易效用和集體購物加入意圖間呈現顯著正向的因果關係，而最低市場價格和預測最可能集體購物成交價間比較所產生的交易效用，是最具有解釋力的效用指標。

Usually, consumers will collect market information about the product before they decide to buy it or not. In other words, the market information is a critical factor to affect consumers’ purchasing intensions and behavior. Previous research points out that when consumers encounter a wider dispersion of price, they will expect to find cheaper stores. Besides, future price is often considered by consumers too.
Kauffman et al. (2002) mentioned that the market price information might affect the recruiting of group buying. In a competitive market, if consumers are unable to perceive the utility of discounts provided by group-buying mechanism, they may shop at other retailers’ stores. Further, because the final price of group buying will not be known until the transaction is closed, consumers’ decisions might be up to their prediction about the final price.
This study explores how price dispersion and price volatility affect consumers’ internal reference price and expectation of final price of group buying. The difference between the internal reference and expectation of final price of group-buying indicates the consumers’ transaction utility. How transaction utility affects consumers’ intentions to join group buying is another issue being studied. In addition, if there is interference effect of consumers’ risk attitude on final price forecast of group-buying, it’s investigated, too.
The result indicates that price dispersion has significant effects on consumers’ all kinds of internal reference prices and predictions about the final price of group buying. However, the price volatility only has significant effects on consumers’ perceived fair price, aspiration price, and reservation price. Neither significant effect of price volatility on consumers’ price prediction of group buying nor interference effect of risk attitude is found. As expected, there is a significant positive causal relationship between transaction utility and intention to join group-buying. It shows that the transaction utility resulting from the comparison between the lowest market price and the most possible final price of group buying has the most explanatory power to predict consumers’ participating intension to join group-buying.

第一章 緒論
第一節 研究背景
第二節 研究動機
第三節 研究目的
第四節 研究流程
第五節 論文架構
第二章 文獻探討
第一節 線上集體購物
2.1.1　線上集體購物機制
2.1.2　集體購物網站的消費者行為
2.1.3　價格資訊對集體購物的影響
第二節 價格分布與波動
2.2.1　網路詢價與價格分布
2.2.2　價格波動與價格敏感度
第三節 交易效用與參考價格
2.3.1　交易效用理論
2.3.2　參考價格與購物決策
第四節 風險態度
第三章 研究方法
第一節 研究架構
第二節 研究假設
3.2.1　市場價格分布與內部參考價格
3.2.2　市場價格分布與預測成交價
3.2.3　價格波動性與內部參考價格
3.2.4　價格波動性與預測成交價
3.2.5　價格分布與波動對交易效用
3.2.6　風險態度的干擾
3.2.7　交易效用與加入意圖
第三節 變數定義與操作
3.3.1　自變數
3.3.3　中介變數
3.3.4　干擾變數
3.3.5　應變數
第四章 實驗設計
第一節 研究對象
第二節 實驗產品
第三節 實驗操作
第四節 價格曲線設計
第五節 參與實驗流程
4.5.1　實驗前
4.5.2　實驗過程
4.5.3　實驗後
4.5.4　實驗情境
4.5.5　實驗激勵機制
第六節 實驗平台設計
4.6.1　線上報名
4.6.2　網路商城
4.6.3　集體購物商店
第七節 問卷設計
第五章 資料分析
第一節 統計分析方法
第二節 問卷信效度分析
第三節 參考價格間的比較
第四節 假設檢定
5.4.1　市場價格分布與內部參考價格
5.4.2　價格分布與預測成交價
5.4.3　價格波動與內部參考價格
5.4.4　價格波動與預測成交價
5.4.5　價格分布與交易效用
5.4.6　價格波動對交易效用
5.4.7　風險態度的干擾
5.4.6　交易效用與加入意圖
第五節 意圖與行為
第六節 驗證結果彙整
第六章 結論與建議
第一節 研究發現與結論
第二節 研究貢獻
6.2.1　學術貢獻
6.2.2　實務貢獻
第三節 研究限制
第四節 研究方向建議
附錄A　參考文獻
附錄B　事前問卷
附錄C　研究問卷
附錄D　實驗網站介紹
附錄E　激勵機制計算公式

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