在現今電子商務的熱潮中，線上集體購物也蓬勃發展，線上集體購物是藉由集結有相同需求的消費者，產生較龐大的議價能力；當累積的交易數量愈多時，將使價格愈便宜。因此，很大的挑戰之一就是如何設定價格與累積交易量的關係。尤其是過去學者觀察到有需求外部性、降價效應與終止效用等集體購物行為現象，都是和價格層級的設計有關，因此價格層級的設計若能有效的吸引到消費者的加入，並且亦能使賣方獲利，將會使集購模式更為成功。
基於上述原因，本研究旨在探討價格層級的降價頻率對於消費者知覺價值與認知交易效用的影響情況，進而觀察其對於加入集購的意圖之影響；此外，本研究亦探討消費者的價格敏感度，是否會干擾價格層級對於消費者知覺價值與認知交易效用的影響。本研究先經由田野實驗的觀察，再設計更符合實際情境的與線上實驗進行實驗，希望能夠達到最好的實驗效度。
研究結果顯示高頻率的降價模式對消費者的知覺價值有顯著的正向影響，並進而影響消費者加入的意圖，並且消費者的價格敏感度，亦會干擾價格層級設計對消費者知覺價值的影響。此外，觀察田野實驗與線上實驗的受測者行為，都符合了過去學者發現的需求外部性、降價效應與終止效用三種集體購物行為現象。

Online group-buying is one of popular and innovative business models in the Internet age. Its essence is that the price will go down as the accumulated orders are increasing. A challenge is how to design the price curve, i.e., the relation between price and volume. Researchers have observed the consumer behavior phenomena of demand externalities, price-drop effect, and cycle ending effect in online group-buying transactions. All are related to the design of price curve. Therefore, if the price curve design can attract consumers and make profit as well, it will make the group-buying more successful.

Based on above background, the purpose of this study is to explore the impact of price reduction frequency on consumers’ perceived value and perceived transaction utility and then in turn on consumers’ intention. In addition, this study also explores how the consumers’ price sensitivity mediate the impact of price reduction frequency on consumers’ perceived value and perceived transaction utility. A field experiment was done first. Then, an online experiment was designed and implemented based on the observation of the field experiment.

The research result indicates that price reduction frequency will positively affect the consumers’ perceived value and perceived transaction utility. Further, both consumers’ perceived value and perceived transaction utility will affect the consumers’ intention. In addition, the consumers’ price sensitivity modulates the impact of price reduction frequency on consumers’ perceived value and perceived transaction utility. Finally, the observations of field experiment and lab experiment demonstrate the phenomena of demand externalities, price-drop effect, and cycle ending effect proposed by previous researches.

第一章 緒論-------------------------------------------------------------------------------------1
第一節 研究背景------------------------------------------------------------------------1
第二節 研究動機與目的---------------------------------------------------------------2
第三節 研究流程與論文架構---------------------------------------------------------5
第二章 文獻探討-------------------------------------------------------------------------------8
第一節 線上集體購物-------------------------------------------------------------------8
一、線上集體購物的定義-----------------------------------------------------------8
二、線上集體購物消費者行為-----------------------------------------------------8
第二節 價格層級與降價效應----------------------------------------------------------9
第三節 消費者行為---------------------------------------------------------------------11
一、價格敏感度與消費者預期----------------------------------------------------11
二、知覺價值-------------------------------------------------------------------------12
三、認知交易效用------------------------------------------------------------------13
第四節 降價頻率、降價幅度與消費者知覺---------------------------------------15
第三章 研究架構與假說--------------------------------------------------------------------17
第一節 研究架構----------------------------------------------------------------------17
第二節 研究假說----------------------------------------------------------------------19
第三節 研究變數定義與操作型定義----------------------------------------------22
第四章 研究方法-----------------------------------------------------------------------------26
第一節 Field Experiment-------------------------------------------------------------26
第二節 Lab Experiment--------------------------------------------------------------27
第三節 實驗產品設計-----------------------------------------------------------------27
第四節 實驗情境設計-----------------------------------------------------------------29
第五節 價格層級設計-----------------------------------------------------------------29
第六節 實驗分組設計-----------------------------------------------------------------30
第七節 實驗流程-----------------------------------------------------------------------31
第八節 問卷設計-----------------------------------------------------------------------33
第九節 實驗激勵機制-----------------------------------------------------------------34
第五章 分析結果與討論--------------------------------------------------------------------36
第一節 Field Experiment 資料分析-----------------------------------------------36
第二節 Lab Experiment 基本資料敘述統計------------------------------------39
第三節 問卷信效度分析--------------------------------------------------------------42
第四節 假說檢定-----------------------------------------------------------------------44
第五節 檢定結果分析與探討--------------------------------------------------------51
第六節 集購績效資料分析與探討--------------------------------------------------53
第六章 結論與建議--------------------------------------------------------------------------58
第一節 研究發現與結論--------------------------------------------------------------58
第二節 研究貢獻-----------------------------------------------------------------------60
一、 學術貢獻----------------------------------------------------------------------60
二、 實務貢獻----------------------------------------------------------------------60
第三節 研究限制-----------------------------------------------------------------------61
第四節 未來研究方向與建議--------------------------------------------------------61

參考文獻----------------------------------------------------------------------------------------64
附錄A Field Experiment 實驗畫面----------------------------------------------------67
附錄B Lab Experiment實驗畫面------------------------------------------------------71
附錄C 實驗問卷-----------------------------------------------------------------------------76

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中文部份
1. 楊鎮遠 價格資訊對集體購物加入意圖之影響 國立中山大學資訊管理研究所碩士論文, 2005
2. 徐明瑋集體購物定價策略與競爭環境對加入意圖之影響 國立中山大學資訊管理研究所碩士論文, 2005
3. 張重昭,周宇貞,張心馨 促銷價格標示方式與內部參考人格對消費者行為之影響 ,管理學報,2006, 23(2), pp. 209-226.