線上集體購物的一大特色是加入的人愈多，價格便愈便宜。卻也因為如此，消費者未到截止時間，無法得知最後成交價為何，所以，消費者僅能預測最後成交價，作為購物決策的依據。而且，消費者對最後成交價的預測也可能因集體購物模式中的定價策略，以及是否有定價商店的競爭而異。 本研究的目的就是要了解消費者在不同市場競爭環境裡，面對賣方提供不同的價格曲線，是否影響消費者的內部參考價格及其對集體購物模式的預測成交價，並以消費者的內部參考價格與預測成交價之間的差，代表消費者在集體購物中的交易效用，此外，再進一步探討此認知交易效用是否影響其對集體購物的加入意圖與實際加入行為。在本研究中，有三種價格曲線，分別是遞增型、不變型、遞減型，依據起始價格、降價幅度、最終價格設計而成，在市場競爭環境的操作，則是區分為是否有定價商店可供消費者選擇。 研究結果發現，最終價格較高的遞增型價格曲線，會使得消費者考量在最佳狀況下，預測較高的最終成交價，另一方面，起始價格較高的遞減型價格曲線，會使得消費者考量在最壞狀況下，預測較高的最終成交價。而消費者的內部參考價格主要會受市場價格資訊的影響，平均而言，當有其他定價商店可供消費者選擇時，消費者的內部參考價格會較高。此外，其認知交易效用愈高，加入集體購物的意圖就愈高，最後，消費者的加入意圖對其實際加入行為亦具有顯著影響。

The feature of group buying is that the price will go down as the accumulated orders are increasing. However, consumers will not know the final price until the end. As a result, consumers can only make decision based on the final price forecast of group buying. The final price forecast might be different depending on different pricing strategies of group-buying models and if there are competitions from posted-price stores. The purpose of this research is to understand how consumers’ internal reference price and final price prediction of group buying would be influenced when facing different price curves in different market competition environment. The difference between the internal reference price and final price prediction of group-buying indicates the consumers’ transaction utility. In addition, if consumers’ perceived transaction utilities affect their intentions and behavior of joining group buying is another research purpose. In this research, there are three different pricing strategies, decreasing, neutral, and increasing based on the initial price, discount size and final price. For the market competition environment, it manipulated by if there are other posted-price stores to be chosen or not. The research result indicates that increasing price curve, which has higher final price, make consumers’ final price prediction of group buying higher than the others under the best condition. On the other hand, it indicates that decreasing price curve, which has higher initial price, make consumers’ final price prediction of group buying higher than the others under the worst condition. Consumers’ internal reference prices are mainly influenced by market price information. When there are other posted-price stores to be chosen, consumers’ internal reference price are higher averagely. In addition, the higher consumers’ perceived transaction utilities are, the higher consumers’ intentions to join group buying are. Finally, it shows consumers’ intentions to join group buying have significant effect on their actual behavior.

第一章 緒論........................................................1
第一節 研究背景與動機..........................................................................................................1
第二節 研究目的......................................................................................................................3
第二章 文獻探討....................................................5
第一節 線上集體購物..............................................................................................................5
2.1.1 線上集體購物模式之分類.........................................................................................5
2.1.2 線上集體購物之行為.................................................................................................7
第二節 價格曲線......................................................................................................................8
2.2.1 議價.............................................................................................................................8
2.2.2 賣方的議價策略.......................................................................................................10
第三節 市場競爭......................................................................................................................13
2.3.1 消費者購買決策模式...............................................................................................13
2.3.2 市場價格資訊的影響...............................................................................................14
第四節 價格與認知交易效用..................................................................................................15
2.4.1 價格...........................................................................................................................15
2.4.2 內部參考價格...........................................................................................................16
2.4.3 認知交易效用...........................................................................................................18
第三章 研究架構與變數定義.........................................21
第一節 研究架構....................................................................................................................21
第二節 研究變數的定義與操作............................................................................................22
3.2.1 自變數.......................................................................................................................22
3.2.2 中介變數...................................................................................................................24
3.2.3 干擾變數...................................................................................................................26
3.2.4 依變數.......................................................................................................................26
第三節 研究假設....................................................................................................................26
第四章 實驗設計...................................................33
第一節 研究對象....................................................................................................................33
第二節 實驗操作....................................................................................................................34
4.2.1 價格曲線...................................................................................................................36
4.2.2 市場競爭...................................................................................................................37
第三節 實驗流程....................................................................................................................38
4.3.1 實驗前.......................................................................................................................38
4.3.2 實驗中.......................................................................................................................39
4.3.3 實驗後.......................................................................................................................40
4.3.4 任務情境...................................................................................................................40
4.3.5 激勵機制...................................................................................................................41
4.3.6 商店設計...................................................................................................................42
第四節 問卷設計....................................................................................................................43
第五章 實驗分析與統計檢定.........................................46
第一節 假設檢定....................................................................................................................46
第二節 檢定結果彙整............................................................................................................64
第六章 結論與建議.................................................67
第一節 研究發現與結論........................................................................................................67
第二節 研究貢獻....................................................................................................................69
第三節 研究限制....................................................................................................................71
第四節 研究方向與建議........................................................................................................71
參考文獻...........................................................72
中文文獻..................................................................................................................................72
英文文獻..................................................................................................................................72
附錄A 事前問卷....................................................76
附錄B 研究問卷....................................................78
附錄C 效用分數的計算公式...........................................90

中文文獻
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。
鄧東濱，談判手冊-要領與技巧，第八版，台北，長河出版社，1980年。
英文文獻
1.Biswas, A., and Blair, E.A. Contextual Effects of Reference Price in Retail Advertisements. Journal of Marketing, 55, 3, (1991), pp. 1-12.
2.Bloch, P.H., and Richins, M.L. A theoretical model for the study of product importance perceptions. Journal of Marketing, 47, (1983), 69-81.
3.Brucks, M. The Effects of Product Class Knowledge on Information Search Behavior. Journal of Consumer Research, 12, (1985), 1-16.
4.Chen, J.; Chen, X.; and Song, X. Bidder's strategy under group-buying auction on the Internet, IEEE 32, 6, (2002),
5.Chen, L.-d.; Gillenson, M.L.; and Sherrell, D.L. Enticing online consumers: an extended technology acceptance perspective. Information & Management, 39, (2002), 705-719.
6.Cox, A.D. New evidence concerning consumer price limits. Advances in Consumer Research, 13, (1986), 268-271.
7.Davis, F.D. Perceived Usefulness, Perceived Ease of use, and User Acceptance of Informantion Technology. MIS Quarterly, (1989), 319-339.
8.Donkers, B.; B., M.; and Soest, A.V. Estimating Risk Attitudes Using Lotteries: A Large Sample Approach. The Journal of Risk and Uncertainty, 22, 2, (2001), 165-195.
9.Drakopoulos, S.A. Psychological Thresholds, Demand and Price Rigidity. The Machester School of Economic and Social Studies, 60, 2, (1992), 152-168.
10.Dyer, J.S., and Sarin, R.K. Relative Risk Aversion. Management Science, 28, 8, (1982), 875-886.
11.Engel, J.F.; Kollat, D.T.; and Blackwell, R.D. Consumer Behavior. New York: Holt, Rinehart and Winston, 1982.
12.Erickson, G.M., and Johansson, J.K. The Role of Price in Multi-Attribute Product Evaluations. Journal of Consumer Research, 12, (1985), 195-9.
13.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), 131-161.
14.Jacobson, R., and Obermiller, C. The Formation of Expected Future Price: A Reference Price for Forward-Looking Consumers. Journal of Consumer Research, 16, 4, (1990), 420-432.
15.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), 63-83.
16.Kauffman, R.J., and Wang, B. New Buyers' Arrival Under Dynamic Pricing Market Microstructure: The Case of Group-Buying Discounts on the Internet, in Proceedings of the 34th Annual Hawaii International Conference on System Sciences (HICSS-34), Maui, Hawaii, 2001.
17.Kauffman, R.J., and Wang, B. Bid Together, Buy Together: On the Efficacy of Group-Buying Business Models in Internet-Based Selling, in P. B. Lowry, J. O. Cherrington, and R. R. Watson, ed., Handbook of Electronic Commerce in Business and Society, Baca Raton: FL: CRC Press, 2002.
18.Klein, N.M., and Oglethorpe, J.E. Cognitive Reference Points in ConsumerDecision Making. Advances in Consumer Research, 14, (1987),
19.Kosenko, R., and Rahtz, D. Buyer market price knowledge influence on acceptable price range and price limits. Advances in Consumer Research, 15, (1988), 328-331.
20.Lai, H. Challenging Negotiations to an Electronic Shopping Broker of Virtual Consumer Coalition on The Internet, in Proceedings of 5th International Conference of the Decision Sciences Institute, Athens, Greece, 1999, Publishe 654-656.
21.Lai, H. Collective Bargaining Models on the Internet, in Proceedings of SSGRR 2002S, International Conference on Advances in Infrastructure for e-Business, e-Education, e-Science, e-Medicine on the Internet, L' Aquila, Italy, 2002.
22.Lai, H., and Zhuang, Y.-T. Comparing the Performance of Group-Buying Models With Different Incentive Mechanisms, in Proceedings of Web 2004 - The Third Workshop on e-Business, Washington D. C., 2004.
23.Lewicki, R.J.; Saunders, D.M.; and Minton, J.W. Negotiation. McGraw-Hill, Inc., 2001.
24.Liang, T.P., and Doong, H.S. Effect of Bargaining in Electronic Commerce. International Journal of Electronic Commerce, 4, 3, (2000), pp. 23-43.
25.Lichtenstein, D.R.; Ridgway, N.M.; and Netemeyer, R.G. Price Perceptions and Consumer Shopping Behavior: A Field Study. Journal of Marketing Research, 30, 2, (1993), 234-245.
26.Lowengart, O. Reference Price Conceptualisations: An Integrative Framework of Analysis. Journal of Marketing Management, 18, (2002), 145-171.
27.Monroe, K.B. Pricing: Making Profitable Decision. New York: McGraw-Hill Book Company, 1979.
28.Moon, J.-W., and Kim, Y.-G. Extending the TAM for a World-wide-web context. Information & Management, 38, (2001), 217-230.
29.Ofir, C. Reexamining Latitude of Price Acceptability and Price Thresholds: Predicting Basic Consumer Reaction to Price. Journal of Consumer Research, 30, 4, (2004), 612-621.
30.Raiffa, H. The Art and Science of Negotiation. Mass: the Belknap Press of Harvard University Press, 1982.
31.Shirai, M. An Analysis of Multi-dimensional Internal Reference Prices. Advances in Consumer Research, 30, (2003), 258-263.
32.Thaler, R. Mental Accounting and Consumer Choice. Marketing Science, 4, (1985), pp. 199-214.
33.Urbany, J.E.; Bearden, W.O.; and Weilbaker, D.C. The Effect of Plausible and Exaggerated Reference Prices on Consumer Perceptions and Price Search. Journal of Consumer Research, 15, (1988), 95-110.
34.Urbany, J.E., and Dickson, P.R. Consumer Normal Price Estimation: Market versus Personal Standards. Journal of Consumer Research, 18, 1, (1991), 45-51.
35.Winer, R.S. Behavioral Perspective on Pricing: Buyers' Subjective Perceptions of Price Revised. Issues in Pricing: Theory and Research,ed., MA: Lexington: 1988.
36.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, Publishe pp. 576-583.
37.Zaichkowsky, J.L. Measuring the involvement construct. Journal of Consumer Research, 12, (1985), 341-352.