團購網站的商品常以低於市面上的價格和高折扣吸引消費者，一般常認為當折扣率越高或是價格越低時，銷售量便會提升，但當面對不同的產品類別，不同類型的消費者會對價格或折扣的敏感度有所差異。在過去文獻中曾提及產品類別為享樂型和實用型產品對促銷效果的影響，然而在團購網站購物的消費者，最常面臨的情況是無法在購買或使用前得知產品品質與特性的資訊，因此本研究以經驗品和搜尋品作為產品分類方式。此外過往文獻中較少提及顧客分類的影響，本研究另外再加入以涉入程度高低區分為顧客分類，用產品與顧客兩大分類作為干擾變數，探討折扣率與價格對銷售量的影響。
　　本研究以P團購網站的交易數據以及顧客瀏覽數據，使用廣義線性組合模型觀察各變數之間對銷售量影響的效果大小。分為兩個研究，研究一為依據文獻將產品分類為搜尋品或經驗品，然而因網路發展迅速，資訊流通方便，許多經驗品已經搜尋品化，因此以問卷的方式重新檢驗消費者對於各類產品的看法，研究二即為根據問卷結果將產品分類為搜尋品、準搜尋品及經驗品。
　　從研究結果中可以發現，在不同的產品與顧客類別的交互作用下，會產生不同折扣與價格彈性，並得知其對銷售量的影響效果。以此結果提供團購業者在商品設計或銷售方法上的策略建議，並藉由研究一與研究二的差異，提出未來團購業者可以改善的方向。

Group buying websites often use the price lower than the market or high discount rate to attract customers. Generally, people usually think the sales will increase accompany with the high discount rate or lower price. However, when customers face different product types, each consumer has various sensitivities to the price or discount. It has been mentioned in one reference that the product type (Utilitarian/Hedonic product) will influence the promotion effect. Moreover, the customers of Group buying often face the problem that they can not know the product quality and characteristics before purchasing or using the product. Therefore, this study uses experience goods and search for goods as the product classification. In addition, seldom references mentioned the influence of customer types. In this study, the customer type based on the degree of involvement has been added and used in the analysis. This study uses products and customers types as disturbance variables to explore the impact of discount rate and price on sales.
In this study, the “Generalized Linear Mixed Model” has been used to observe the effect sizes on the sales, and it was based on the transaction and customer browsing data of P group buying company. This thesis includes two researches, first research is using the method based on the references classified products as search goods or experience goods. Nowadays, it is easy to get information before purchasing due to the rapid development of the Internet, so many experience goods have become easy to search. Therefore, we used the questionnaire to confirm the consumers’ perceptions of various products types. The second research classified search goods, quasi-search goods and experience goods based on the questionnaire results.
According to research results, it was found that different elasticity of discount and price will be made under the interaction of different products and customer types, and it shows the effect sizes of sales. Based on these results, this study will suggest some strategies regarding methods of product design and sales promotion method for group buying company. By studying the differences between the first and the second researches, this study proposes the direction that group buying company may improve in the future.

論文審定書…………………………………………………………………...……..i
摘要…………………………………………………………………………...……..ii
ABSTRACT…………………………………………………….…………………..iii
目錄……………………………………………………………………...…………..v
圖次…………………………………………………………………………...……..vii
表次………………………………………………………………………….………viii

第一章 緒論
第一節 研究背景………………………………………………………………1
第二節 研究動機………………………………………………………………1
第三節 研究目的………………………………………………………………2
第四節 研究流程………………………………………………………………2

第二章 文獻探討
第一節 團購產業………………………………………………………………4
第二節 團購的消費者行為模式………………………………………………5
第三節 研究假說………………………………………………………………12

第三章 研究方法
第一節 研究架構………………………………………………………………14
第二節 資料介紹………………………………………………………………15
第三節 模型介紹………………………………………………………………16

第四章 分析與討論
第一節 敘述統計分析…………………………………………………………20
第二節 模型分析………………………………………………………………22

第五章 結論與建議
第一節 研究結論………………………………………………………………32
第二節 管理意涵………………………………………………………………34
第三節 研究限制與未來發展…………………………………………………36

參考文獻 ………………………………………………………………...…………39
附錄…………..…………………………………………………………...…………41

一、 中文文獻
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二、 英文文獻
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Lien-Ti,B., Etta,C., Richard,W.(2004).” Consumers’ Online Information Search Behavior and the Phenomenon of Search vs. Experience Products”, Journal of Family and Economic Issues,25(4), pp.449–467.

Weng Marc L.(2015).” Untangling the relationships between consumer characteristics, shopping values, and behavioral intention in online group buying”, Journal of Strategic Marketing,25(7),pp.547-566.

Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). ” Central and peripheral routes to advertising effectiveness: The moderating role of involvement” , Journal of consumer research, 10(2), 135-146.

Peng Huang(2009).” Searching for Experience on the Web: An Empirical Examination of Consumer Behavior for Search and Experience Goods”, Journal of Marketing,73(2),pp. 55-69.

Peter, W.R., Ray,R.(2001).” MARKET EXPERIENCE, CONSUMER ATTENTION AND PRICE-QUALITY RELATIONSHIPS FOR NEW WORLD WINES IN THE US MARKET, 1987-1999.”, Academy of Management Proceedings.

Dholakia, U. M. (2010).” How effective are Groupon promotions for businesses?.”,

Dholakia, U. M. (2011). How businesses fare with daily deals: A multi-site analysis of groupon, livingsocial, opentable, travelzoo, and buywithme promotions.

Sugiyama.K, Andree. T (2011).” The Dentsu way: Secrets of CrossSwitch Marketing from world Most Innovative Advertising Agency.

Kotler, P., & Gertner, D. (2002). Country as brand, product, and beyond: A place marketing and brand management perspective. Journal of brand management, 9(4), 249-261.

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Klein, L. R. (1998). Evaluating the potential of interactive media through a new lens: Search versus experience goods. Journal of business research, 41(3), 195-203.