團購折價券廣告模式是一種以團購方式呈現的新興折價券廣告模式，由廣告商與服務提供者兩個廠商共同合作為消費者提供高度折扣的商品及服務。雖然此廣告模式風靡，但兌券服務遞送過程中卻產生許多衝突，間接影響消費者對網站以及服務提供者的再購意願。本研究延伸服務品質模式以了解衝突形成的原因，並分別探討廣告商與服務提供者的服務品質對不同再購意願的影響。研究目的在於了解廣告商及服務提供者的服務品質對廣告商再購意願、以折價券至店家再購意願及以原價至店家再購意願三者的影響。本研究以一般團購券服務品質模式與客訴團購券服務品質模式分別了解一般至店家兌券的消費者服務品質認知與兌券後曾經向網站尋求客服協助的消費者服務品質認知兩者對不同再購意願的影響。最後，我們以PLS來分析本研究的衡量模型與結構模型。
本研究結果包含：(1) 在一般團購券服務品質模式與客訴團購券服務品質模式中服務提供者的服務品質為互動品質、環境品質、滿足程度、政策，而一般模式中廣告商的服務品質為資訊品質、網站效率、系統可用性、保證性，客訴模式廣告商的服務品質為回應性、補償性、可聯繫性 (2)一般模式中影響廠商再購意願的主要是服務提供者，但在客訴模式中，廠商對其再購意願的影響則更為顯著。另外，服務提供者服務品質仍主要影響消費者以原價或折價券至店的再購意願。(3) 以價格敏感度當作干擾變數並不顯著影響服務提供者服務品質對以原價至店再購意願的影響。研究貢獻在於探討合作廠商之間合作品質對消費者不同再購意願的交互影響，並給予兩個合作廠商在此模式中永續經營的建議。

In group coupon service, customers get merchandise or service which features significant discount from vendor and service provider. However, there are gaps generated during service delivery and had effect on repurchase intention. We extend the E-S-QUAL and HSQM to find the dimensions in respectively service quality. The purpose of this research is to learn how service quality of vendor and service quality of service provider influence the repurchase intention on vendor and service provider, moderating with price sensitivity dimension. PLS (partial least squared) is used to analyze our measurement and structural models.
The results include: (1) key dimensions of service provider’s service quality in group coupon service model and group coupon service model with recovery are interaction quality, physical environment, fulfillment, and policy. Dimensions of service quality of vendor in regular case are information quality, efficiency, system availability, and assurance, while dimensions of service quality of vendor in recovery case are responsiveness, compensation, and contact. (2) Service quality of service provider has greater effect on repurchase intention on vendor than service quality of vendor in regular case. (3) Price Sensitivity has no significant moderating effect on the relationship between service quality of service provider and repurchase intention on service provider with regular price. Our research contributes to the nascent body of group coupon advertisement format and offer unique insights for the vendor and service provider on the importance of each role and what should be concern for the future.

Chapter 1. Introduction 1
1.1 Background and Motivation 1
1.2 Research Purpose 4
Chapter 2. Literature Review 6
2.1 Service quality 6
2.2. Price Sensitivity 13
2.3. Repurchase Intention 14
Chapter 3. Research Model and Hypotheses 17
3.1 Group Coupon Advertising Service Model 17
3.2 Group Coupon Service Model 21
3.3 Group Coupon Service Model with Recovery 24
Chapter 4. Research Methodology 28
4.1 Measures 28
4.2 Data Collection 29
Chapter 5. Data Analysis and Discussion 32
5.1 Measurement Model 32
5.2 Structural Model 38
5.3 Analyst Results 41
5.4 Discussion 45
Chapter 6. Conclusions 48
6.1 Summary and implications 48
6.2 Limitation 49
6.3 Future Research 50
References 52
Appendix 57

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