近年來因為網路普及的時代下，造就了智慧型手機的發展，隨著人們的生活形態與經濟發展的演進更迭，消費者過去喜歡買材料自己DIY，改變成方便就好，到現在轉變成重視體驗的過程。因此消費型態也逐漸改變，過去習慣在實體店鋪消費的模式，演變成透過手機進行消費，開啟了行動商務的模式。因此，消費者的手機也開始加入了許多電子商務的購物平台，甚至有許的的社群團購群組（例如，Line）。而這樣的購物方式最常見的就是利用團購方式，達到最大購買數量或是最高金額，使購物產品達到最優惠的價格。這樣的團購方式常見主購者會主動分享產品體驗的經驗、口碑甚至是價格意識來促使社群的團員購買誘使從眾行為的產生，進而決定購買或是再購買的意願。因此本研究就是以這類型的社群消費模式來瞭解社群團員的購買意願。
本研究以問卷的方式進行調查，以網路平台或自身加入的團購群組平台發放問卷，並且進行結構方程式模式（SEM）分析，分別以「產品的體驗情形」、「口碑」、「價格知覺」、「從眾行為」、「購買意願」及、「再購買意願」構面分析。研究分析以SPSS及Mplus軟體進行項目分析、信效度分析、相關分析及結構方程式等統計分析。
本研究發現價格對於從眾行為及從眾行為對於購買意願有顯著正向影響，但體驗行銷、口碑對於從眾行為、從眾行為對於再購買意願並沒有顯著正向影響。最後針對研究結果作了說明與建議，可以做為企業對於第一次購買產品的消費者如何定價吸引的策略作為參考。

Because of internet and mobile is more and more popular, it is change our life style and economic style. Consumers liked to DIY by themselves in the past. But convenient and their experience are very important thing to consumers. The shopping style is also change it, consumers go to shop in store in the past and they like to shop by mobile now. M-commerce is coming and keep go on. Consumers add lots of shopping APP or shopping groups on their mobile (for example, Line group).There are lots of shopping ways on these groups. The most common shopping way is group-buying on social media. Group-buying could make consumers use best price to buy products because of the quantity reach the maximum. In order to get the best price, the main shopper would like to share their using experience on their social media group. Word of Mouth Marketing or conformity could lead consumers to want to or decide to buy the products. This study would like to research this model what kind of reasons could make consumers want to buy something.
Using the questionnaire survey for this research and distributing questionnaires on the online. Use SEM to analyze the questionnaire results, the six facts are "product experience situation", "word of mouth", "price perception" " Conformity ", "purchase intentions" and "repurchase intentions". The research analysis method uses SPSS and Mplus software for project analysis, reliability and validity analysis, correlation analysis and structural equation modeling (SEM) analysis.
This study found that prices have a significant positive impact on her will and her willingness to purchase however, experience marketing and word-of-mouth have no significant positive impact on her will and her willingness to repurchase.

論文審定書 i
致 謝 ii
中文摘要 iii
Abstract iv
圖目錄 vi
表目錄 vii
第一章 緒論 1
第一節研究背景與動機 1
第二節研究問題與目的 2
第二章 文獻探討 4
第一節 體驗行銷、口碑行銷、價格 4
第二節 從眾行為 11
第三節 購買意願、再購買意願 13
第三章 研究方法 14
第一節 研究架構暨研究假設 14
第二節 資料收集與研究程序 18
第三節 操作性定義與研究變數 21
第四節 資料分析方法 25
第四章 資料分析與研究結果 28
第一節 回收樣本資料結構分析 28
第五章 結論與建議 40
第一節 研究結果與討論 40
第二節 理論與實務意涵 41
第三節 研究限制及未來研究建議 42
參考文獻 44
附錄 50

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