線上集體購物是當今日益盛行的電子商務模式之一，不論是主購或是團員，都很期盼能夠募集到大量的消費者，以更低的價格達成集購交易。傳統的集購消費者往往最先由自己身邊的親朋好友號召起，以累積更多的訂單。隨著網路溝通協調環境日益良好，經由電子溝通媒介，可以號召更大範圍的親友們一起加入集購的行列。
又隨著虛擬社群的興起，社群成員們有著相同的興趣、目的及需求，亦有可能因為共同的需求而激發集購行為。由於分享是社群的特色，成員間又有因分享等互動而建立不同程度的關係強度。如果能夠藉由成員一對一推薦的方式，提供集購資訊給潛在的消費者，應該可以提昇集購的績效。
另一方面，電子郵件行銷日趨普遍，不同的行銷訴求所產生的廣告效益也不同；理性訴求主要目的是提供消費者廣告產品的利益，而感性訴求則是以情感的方式引起消費者情緒上的反應。
本研究目的在於針對消費者對於來自於同儕一對一的電子郵件行銷之認知與行為反應差異，探討不同反應之消費者是否在下廣告態度及關係強度有所差異。
研究結果指出，點閱推薦信的消費者有較佳的廣告態度，而不同的廣告訴求產生的效果也不同，本研究發現，感性的廣告訴求較能獲得消費者的認同感，對於廣告內容的可靠性認知顯著性地較高。

Online group-buying is one of the popular online business models recently. Both the initiator and participants hope to recruit more consumers to join order to aggregate larger orders and thus get cheaper price. Traditionally, consumers always invite their friends or families to join group-buying in order to collect more orders. Hope the relationship could affect their behavior. As the communication and coordination through the Internet are getting more convenient, it is easy and popular to recruit friends in larger range to join group-buying via e-mail.
Further, the increasing virtual communities result from that, members have same interest, concern, and needs. It is quite possible that the members have same needs and therefore initiate a group-buying activity to fulfill many members’ needs. Since information sharing is a major activity between members of virtual communities, the degree of the interactions will impact the tie strength between them. If members can send peer-to-peer recommendation email to other members who may be interested in the group-buying transaction, it may improve the group-buying performance.
In addition, marketing via e-mail is getting common. The different marketing appeal results in different effect. Rational appeals focus on product itself while emotional appeal makes consumer’s feeling change.
The purpose of this research is to explore the difference in advertisement attitude between consumers clicking the peer-to-peer recommendation e-mail and consumers not clicking it. We also examined if these two groups have different cognition of tie strength with the e-mail sender.
The result shows the group clicking the recommendation mail has better advertisement attitude than the group not clicking. Further, emotional appeal induces the subjects’ better cognition of reliability of the appeal

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 研究流程與架構 3
第二章 文獻探討 5
第一節 線上集體購物 5
第二節 電子郵件行銷 6
第三節 廣告訴求與廣告態度 8
一、廣告訴求 8
二、廣告態度 9
第四節 虛擬社群與關係強度 11
一、虛擬社群定義 11
二、關係強度 12
第三章 研究假說 14
第四章 研究方法 18
第一節 研究設計 18
一、團購設計 18
二、廣告訴求設計 20
三、問卷設計 23
第二節 實驗流程 26
一、推薦者招募 26
二、受推薦者實驗流程 26
第五章 分析結果與討論 28
第一節 基本資料敘述統計 28
第二節 樣本數統計 29
第三節 問卷信效度分析 30
第四節 假說檢定 31
第五節 檢定結果彙整分析與討論 36
第六章 結論與建議 40
第一節 研究發現與結論 40
第二節 研究貢獻 41
一、 學術上的貢獻 41
二、 實務上的貢獻 41
第三節 研究限制 41
第四節 未來的研究方向與建議 42
參考文獻 43
附錄A 46
附錄B 48

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二、中文部份
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