「當累積到一定的數量時，價格就會下降」這是集體採購的一大特色，卻也因此可能造成所有購買者都在等待價格下降時才加入，因而影響了集體購物的成效。如何利用各種激勵措施，有效吸引買方及早加入是為本研究的目的。
為此，本研究針對激勵買方及早加入集體採購，提出了三種新的集體採購模式，透過所架設的虛擬電子交易市集實驗網站，觀察其和傳統沒有激勵措施的集體購物成效之差異。實驗結果顯示時間模式確實能減少買方考量的天數，而順序模式確實能有效激勵買方在初期就能加入採購行列。至於，數量模式則確實能有效刺激買方改變原先預期的購買量，願意為了獲得額外折扣而提高購買量。
本研究也觀察到只要集體採購模式能有效降低成交價，那麼，買方的滿意度就會隨之提昇。而且，愈早加入購買行列的買方對於最終成交價的滿意度也愈高。此外，受測者認同參加集體採購模式能有效減少成本。最後，本研究觀察買方的認知價值、認知有用性、認知易用性，發現其對買方的態度有正面的影響,因而願意繼續使用集體採購。

The beauty of group-buying is that the price will go down as the value of accumulated orders is increasing. However, the beauty cannot be realized if many customers are waiting have a lower price. Therefore, it may affect the performance of the group-buying. How to design different incentives to induce customers to join the group-buying as early as possible is the purpose of this study.
In the light of inducing buyers to join the group-buying as early as possible, three incentive mechanisms, time-based, quantity-based, and sequence-based, are proposed. In order to verify the performance of the three proposed new group-buying models compared with that of the traditional group-buying model, an experiment was implemented. According to the results of the experiment, we found that the time-based model can reduce customers’ decision time before joining the group-buying. While the sequence-based model also can push customers to join the group-buying in the very beginning. As for the quantity-based model, it is in our expectation that the customers buy more than their original plan in order to get more discounts.
We also observe that buyers' satisfaction is higher if the group-buying model can effectively reduce the price. Furthermore, the earlier customers join the group-buying, more satisfactions they will get. Besides, the buyers also agree with that the group-buying model can effectively reduce the price. Furthermore, we discover that the perceived value, perceived usefulness, and perceived easy of use can positively affect the buyers' attitude, and consequently, buyers are willing to join the group-buying in the future.

第一章 緒論 9
第一節 研究背景與動機 9
第二節 研究目的 12
第三節 研究流程與方法 13
第四節 論文結構 14
第二章 文獻探討 15
第一節 電子市集 15
第二節 企業採購與供應商的選擇 20
第三節 價格 21
第四節 集體採購機制 23
第五節 集體購物之行為 25
第六節 科技接受模式 26
第三章 研究架構與研究設計 30
第一節 研究架構 30
第二節 實驗設計 36
第三節 問卷設計 45
第四節 研究假設 48
第四章 資料統計與實驗分析 49
第一節 基本資料敘述統計分析 49
第二節 研究假設的檢定 52
第五章 結論與建議 78
第一節 研究發現與結論 78
第二節 研究限制 84
第三節 研究成果與貢獻 85
第四節 未來研究方向與建議 86
參考文獻 87
附錄 91

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