日益盛行的線上集購體物之主要精神在於價格取決於訂單的數量，訂單數量越大，價格越便宜，加上價格一向是消費者關心的購買因素，因此，在集購中，訂單的累積數量變得相當重要。過去學者亦發現需求外部性現象，亦即，訂單數量愈大，愈能吸引更多人加入，反之，則不易吸引人加入。因此，如果能夠訂單累積數量快速成長，產生需求外部性的效果，應能提升團購成效。故本研究參考免費選項的價格行銷概念，探索以數量為基礎的價格行銷方式，是否會影響消費者的知覺價值，又是否會進而影響其加入集購的意圖。此外，本研究亦探討集購商品的保存性是否會干擾以數量為基礎的價格行銷方式對於消費者的知覺價值之影響。
在本研究將以數量為基礎的價格行銷方式以「買五送一」進行實驗。本研究先於NeGoGo集購網進行田野實驗，以「買五送一」作為以數量為基礎的價格行銷方式之操弄，依據田野實驗觀察，設計並執行線上實驗。
研究結果發現，當集購提供以數量為基礎的價格行銷方式時，會使消費者在價格面及情感面產生較高的知覺價值，但是產品保存性則無干擾作用。此外，消費者在價格面及情感面的知覺價值越高時，其加入意圖也越高。最後，若與無價格行銷方式的集購比較，提供以數量為基礎的價格行銷方式之集購消費者平均購買量確實提升不少，使得團購績效變得更好。

The essence of the getting popular online group-buying activities in the Internet age is that the price of products depends on the quantity of orders. The more the orders are gathered, the lower prices we can get. In addition, the price is always a major concern of consumers in shopping. Thus, the accumulated number of orders is of concern to the initiator and all consumers. In the past, some scholars also found the phenomenon of demand externalities. It indicates that the larger the existing orders are, the more consumers will join the group-buying. On the contrary, it is not easy to attract consumers to join the group-buying. So, if the number of orders increases fast and therefore generates the effect of demand externalities, the performance of group-buying will be improved. Therefore, this research, based the concept of free-options price promotion, explored if the quantity-based price promotion will affect the consumers’ perceived value and intention to join the group-buying. Besides, the research also explored if the product preservation will moderate the effect of quantity-based price promotion on the consumers’ perceived value.
In this research, the quantity-based price promotion was manipulated as “Buy five and get one free” in the experiment. A field experiment was done on NeGoGo group-buying website first. Then, based on the observation of the field experiment, an online experiment was designed and implemented.
The result found that consumers have greater perceived value on price and emotion in a group-buying with quantity-based price promotion, but there is no interference effect of product preservation. Furthermore, when consumers have greater perceived value on price and emotion, their intention to join group-buying will be higher. Finally, compared to a group-buying with no price promotion, the average consumers’ purchased quantity of group-buying with quantity-based price promotion is significantly higher. In other words, the quantity-based price promotion can improve the performance of group-buying transaction.

第一章 緒論-----------------------------------------------------------------------------------1
第一節 研究背景-----------------------------------------------------------------------1
第二節 研究動機-----------------------------------------------------------------------1
第三節 研究目的-----------------------------------------------------------------------3
第四節 研究流程-----------------------------------------------------------------------4
第五節 研究架構-----------------------------------------------------------------------6
第二章 文獻探討-----------------------------------------------------------------------------7
第一節 集體購物行為-----------------------------------------------------------------7
一、 線上集體購物的定義-------------------------------------------------------7
二、 線上集體購物的消費者行為----------------------------------------------7
第二節 價格行銷-----------------------------------------------------------------------8
一、 獎勵機制----------------------------------------------------------------------8
二、 價格行銷方式----------------------------------------------------------------9
第三節 產品特性----------------------------------------------------------------------10
第四節 消費者行為-------------------------------------------------------------------10
一、 消費者知覺-------------------------------------------------------------------10
第三章 研究架構與變數操作-------------------------------------------------------------13
第一節 研究架構與假說-------------------------------------------------------------14
第二節 研究變數定義與操作型定義----------------------------------------------15
一、 自變數-------------------------------------------------------------------------15
二、 中介變數----------------------------------------------------------------------16
三、 應變數-------------------------------------------------------------------------16
四、 團購績效----------------------------------------------------------------------17
第四章 研究方法----------------------------------------------------------------------------19
第一節 　Filed Experiment------------------------------------------------------------19
一、 實驗受測對象----------------------------------------------------------------19
二、 實驗產品----------------------------------------------------------------------19
三、 實驗進行方式----------------------------------------------------------------20
第二節 線上實驗法------------------------------------------------------------------20
一、 實驗受測對象----------------------------------------------------------------21
二、 實驗產品設計----------------------------------------------------------------21
三、 實驗任務情境----------------------------------------------------------------22
四、 團購設計及實驗分組-------------------------------------------------------25
五、 實驗流程----------------------------------------------------------------------26
六、 問卷設計----------------------------------------------------------------------26
第五章 分析結果與討論-------------------------------------------------------------------28
第一節 　Filed Experiment各筆交易資料分析-----------------------------------28
第二節 　線上實驗基本敘述性統計------------------------------------------------30
第三節 　問卷信效度分析------------------------------------------------------------32
第四節 　假設檢定---------------------------------------------------------------------34
第五節 　檢定結果彙整分析與討論------------------------------------------------38
第六章 結論與建議-------------------------------------------------------------------------44
第一節 　研究發現與結論------------------------------------------------------------44
第二節 　研究貢獻---------------------------------------------------------------------45
第三節 　研究限制---------------------------------------------------------------------46
第四節 　研究方向建議---------------------------------------------------------------47
參考文獻---------------------------------------------------------------------------------------48
附錄A Field Experiment團購畫面------------------------------------------------------52
附錄B Field Experiment團購資料------------------------------------------------------64
附錄C 系統實驗網站及問卷介紹--------------------------------------------------------66

一、 中文部分
1. 樓永堅，奇數訂價之研究：廠商策略、消費者認知及銷售效果，行政院國家科學委員會補助專題研究計畫成果報告，2000年。

二、英文部分
1. Anand, K.S., and Aron, R. "Group Buying on the Web: A Comparison of Price-Discovery Mechanisms", Management Science (49:11), 2003, pp. 1546-1562.
2. Bakos, Y. "The Emerging Role of Electronic Marketplaces on the Internet", Communications of the ACM (41:8), 1998, pp. 35-42.
3. Bowsersox, D. J. and Cooper, M. B. “Strategic Marketing Channel Management”, McGraw-Hill: New York, 1992
4. Chen, S., Monroe, K.B. and Lou Y. “The effects of framing price promotion messages on consumer’ perception and choice decisions”, Journal of Retailing (74:3), 1998, pp.353-72
5. Grewal, D., Monroe, K. B. et al. “The Effects of Price-comparison Advertising on Buyers’ Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions”, Journal of Marketing (62:2), 1998, pp. 46-59
6. 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, pp 131-161.
7. Kalyanaram,G. and Little, J. D. C., “An empirical analysis of latitude of price acceptance in household packaged goods” , Journal of Consumer Research(21:3), 1994, pp. 408-418.
8. 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, pp.63-83
9. Kauffman, R .J. and Wang, B. "New Buyers' Arrival Under Dynamic Pricing Market Microstructure: The Case of Group-Buying Discounts on the Internet", Journal of Management Information Systems (18:2), 2001, pp. 1-10
10. 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, Editors, Handbook of Electronic Commerce in Business and Society, CRC Press, Boca Raton, 2002
11. Kauffman R. J., Lai H. C. and Ho, C. T. “Incentive mechanisms, fairness and participation in online group-buying auctions,” Electronic Commerce Research and Applications(9:3), 2010, pp. 249-262
12. Kleinm, N. M. and Oglethorpe, J. E. “Cognitive Reference Points in Consumer Decision Making”, Advance in Consumer Research(14), 1987, pp. 183-187
13. Kotler, P. “Marketing Management-Analysis, Planning and Control", N.J.: Prentice Hall International, Inc., 8th ed., 1995
14. Lai, H.C. and Zhuang, Y. T. “Comparing the Performance of Group-Buying Models With Different Incentive Mechanisms”, Proceedings of the Third Workshop on e-Business, 2004, pp.1-12.
15. Lai, H. C., Doong, H. S., Kauffman R. J. and Zhuang, Y. T. “Empirical Design of Incentive Mechanisms in Group-Buying Auctions: An Experimental Approach.” in R. J. Kauffman and P. P. Tallon, eds., Economics, Information Systems, and Electronic Commerce: Empirical Research. Advances in Management Information Systems(13), Armonk, NY: M.E. Sharpe, 2009, pp. 181-225
16. Leigh, J.H. and Varadarajan, R. “Consumers’ behavioral responses to alternative coupon price promotions: a field study in a fast food retailing context”, Proceedings of the 1991 Symposium on Patronage Behavior and Retail Strategy – The Cutting Edge, 1991, pp. 133-45
17. Muger J.L. and Grewal D. “The effects of alternative price promotional methods on consumers’ product evaluations and purchase intentions”, Journal of Product and Brand Management(10:3), 2001, pp. 185-197
18. Oliver, R.L. and Linda, G. "Effects of Satisfaction and its Antecedents on Consumer Preference and Intention," Advances in Consumer Research(8:1), 1981, pp. 88-93.
19. Pauwels, K., Hanssens, D.M. and Suddarth, S. “The Long-Term Effects of Price Promotions on Category Incidence, Brand Choice, and Purchase Quantity”, Journal of Marketing Research(39:4), 2002, pp.421-439
20. Segev, A., Beam C. and Shanthikumar, J. “Optimal design of Internet-based auctions”, Information Technology and Management(2:2), 2001, pp. 121-163
21. Spears, N. and Singh, S. N. “Measuring Attitude Toward the Brand and Purchase Intentions”, Journal of Current Issues and Research in Advertising(26:2), 2004, pp 53-66.
22. Sweeney, J. C. and Soutar, G. N. “Consumer perceived value: The development of a multiple item scale”, Journal of Retailing(77:2), 2001, pp. 203-220.
23. Thaler, R. H. “Mental Accounting and Consumer Choice”, Marketing Science(4:3), 1985, pp.199-244.
24. Winer, R. S. “Behavioral Perspective on Pricing: Buyers’ Subjective Perceptions of Price Revised”, in Issues in Pricing: Theory and Research, ed. Timothy Devinney, Lexington, MA: Lexington, 1988
25. Yamamoto, J. and Sycara, K., "A Stable and Efficient Buyer Coalition Formation Scheme for E-Marketplaces", Proc. Fifth Int’l Conf. Autonomous Agents, 2001, pp. 576-583.
26. Zeithaml, V. A. “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence”, Journal of Marketing(52:3), 1988, pp. 2-22