網路合購活動的興起，集體購物成為網路上熱門的購物方式。國內目前已有超過60家的團購網站，且所有團購網站提供的團購產品數高達10檔，2013年台灣團購市場達到80億元。綜觀國內存在不同型態的合購平台，而每一型態平台經營策略亦有差異，此乃構成本研究動機之一。本研究亦從消費面加以探討，探究有合購經驗者在進行網路合購時的消費行為，以及其對線上合購平台型態選擇之影響。本研究結果預期將有助於合購網站業者更暸解其消費群，對其目標消費者做更明確的行銷策略與訴求，並提供經營合購網站的最佳指引方向。
With the emerging of internet group-buying, collective shopping has become the most popular way to shop online. There are more than 60 group-buying websites in Taiwan, and each of them provides over 100 thousand kinds of products. The amount of consumption in 2013 has reached 8 billion. Observing the different types of group-buying websites in Taiwan, the business strategies still have a little bit different in every platform, that makes it to be one of our research motivations. Our study also discusses the differences from the consumer aspect to analyze the consuming behavior and the affection of selecting internet group-buying websites to those who have had the experience of online group-buying. Our study expects to be helpful for the websites dealers to know more about what their customers need and make them have more specific marketing strategies and demands to their target group. Also, we would like to provide a good direction about how to manage a group-buying websites for dealers.
