隨著網路科技的日漸發達，順勢也帶動網路團購的熱潮。究竟是何種原因會讓消費者對網路團購如此熱衷，又影響消費者參與網路團購的動機為何，本研究提出價格、社群信任、從眾行為、產品涉入及認知風險等因素為影響消費者參與網路團購的主要動機之假設，並驗證彼此間的關聯性。另外，更探討影響消費者參與網路團購的動機是否受不同人口統計變數所影響。
本研究以問卷調查方式共回收了497份問卷，經篩選後有效問卷為411份。由資料分析結果顯示，網路團購的族群主要以女性及31~40歲背景的消費者為眾，其最常購買的商品以食品和日常用品居多，這項訊息不僅透露出年輕族群和女性消費者是消費市場的主流，而且民生必需品仍是購物之首選。
研究結果發現，當消費者對社群成員所提供的資訊愈信任，則互信程度也愈高，相對愈能促成購買目標的達成。其次，在面對琳瑯滿目不知如何選擇的商品時，消費者的個人從眾行為也更加明顯，而這也說明了在團體中從眾效應影響之大。除外，網路團購不但多了一層與他人的互動、同時又是透過網路介面，面對種種不確定因素，各式風險更讓人擔憂。總之，不論影響消費者參與網路團購的動機為何，在虛擬的環境中購物，消費者及業者如何找到各自的有利條件並滿足其所需，才是最終之目標。
With the growing and developing of internet technology, it also brings in the popularity of online group buying. This study aims to investigate reason and motivation that make consumers enthusiastic about online group buying. Several factors are examined, including price, community trust, conformity, involvement and perceived risk. Among the factors above we also investigate how motivation is influenced by different demographic variables.
We collected 497 questionnaire surveys and received 411 effective samples. Among the main demographic groups involved in online group buying are female and 31 to 40 years old, and the most frequently purchased items are food and daily necessity. This finding reveals the younger and female consumer is the mainstream consumer market and daily necessity is the first choice for consumers.
The more consumers confident of the information provided by the community members, the more trust each other, relatively it helps to achieve the objective of purchase. Second, consumers tend to conform to the mainstream when facing the difficult of deciding among a wide range of merchandise. Consumers are worry about risks, when facing the uncertainty factors, such as through the interaction with others and via network interface. In summary, no matter the factors are influenced on consumers participation in online group buying for consumer and enterprisers, finding their best interest and meeting their needs are the ultimate goal in the virtual shopping environment.
