最近幾年在電子商務市場上，出現一種新形態的商業模式，就是以電子折價券為標的之線上集體購物模式，其快速蓬勃發展，促使許多網站業者紛紛投入此集體購物的市場。此集體購物方式與過去差異甚大，不只是產品內容與類型，從實體產品轉變成服務類型產品，並且以電子折價券取代傳統的現買現用模式，因而改變了消費者的購買行為，這是此商業模式最大之特色。
　　基於上述原因，本研究旨在探討線上電子折價券團購之商業模式，根據過去的相關文獻與商業模式之特性，分析在團購資訊中有哪些因素會影響需求量，並收集正在營運中的網站之實證資料進行分析，探索影響此種集購模式的主要因素及彼此間的關係。
　　本研究分析結果顯示，在團購資訊的因素中，特價價格與折扣率會帶給消費者不同的知覺效果，消費者認為折扣率的高低比特價價格更為重要，其對於團購需求量的影響力較為強烈。此外，採用限量商品之策略能夠達到不錯的團購績效，而且服務類型產品適合與餐廳、電影院以及娛樂性質之業者合作。

Recently, a new e-commerce business model is booming. It is an electronic-coupon based group-buying model. Its prosperous development has formed a big online group-buying market in which many new websites run similar electronic-coupon based group-buying models. This new electronic-coupon based group-buying model is very different from the traditional one. It is not only that the main type of the products is service-oriented, but also that the object of transaction is electronic coupons which provide the consumers privileges of getting the services in a limited time period. It completely changes consumer behaviors. For these reasons, this study explores how the electronic-coupon based group-buying model succeeds by reviewing the literature and analyzing the data collected from the online website. The results show that both the promotion price and discount rate impact the group-buying performance but the discount rate will have more impact than the promotion price. Further, the limited sale is a good strategy to improve the group-buying performance. Overall, the electronic-coupon based group-buying model performs well in restaurants, cinemas and entertainment industries.

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
第三節 研究流程 3
第二章 文獻探討 5
第一節 服務 5
第二節 稀少性策略 6
第三節 價格促銷 7
第四節 電子折價券 8
第五節 線上集體購物 11
第六節 電子折價券團購模式實務發展 12
第三章 研究架構與研究方法 15
第一節 研究架構 15
第二節 研究方法與資料蒐集 19
第四章 資料分析與結果 24
第一節 敘述性統計分析 24
第二節 資料分析 31
第三節 結果分析與討論 34
第五章 結論與建議 40
第一節 研究發現與建議 40
第二節 研究貢獻 41
第三節 研究限制 43
第四節 未來研究方向與建議 43
參考文獻 44
附錄 48

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