線上集體購物收集許多買家的訂單，買家能夠以較低的價格買入商品，也為賣家省下交易成本，但是卻無法滿足在一般商場的集體購物行為。而目前掌上型裝置的數量已幾乎達到百分百，本研究利用裝置之間點對點訊息交換發展出P2P網路聯絡網，目的即在行動裝置環境中建立集體購物的訊息交換平台，使買家與賣家能利用此平台交換商品集購資訊。
在行動裝置環境中，買家加入與離開集體購物的頻率高，加上發起者所擁有的買家加入集體購物資訊不一定是完整的，發起者難以判斷適時的集體購物結束時間。因此本研究建立模擬商場環境，試圖找出適合的集體購物模式，並且檢驗線上集體購物的參與外部性、價格層級效果和結束效果是否也能在行動裝置環境中出現，最後觀察集體購物人數波動走向來建議發起者集體購物適合的結束時間。
在實驗結果中發現，參與外部性和價格層級效果在行動裝置環境中依然會出現，而結束效果不明顯。此外集體購物資訊是透過加入的買家傳播，所以人數波動和外部性都明顯受到散佈率的影響。利用本研究的結束時間推薦，發起者能避免掉浪費大量的時間在等少量的會員加入，使集體購物團成員都能省去不少時間成本。

The goodness of group buying is consumers can buy product with lower price, and seller can reduce the bargain cost by collecting orders. But it is hard to be realized in the mall. A recent survey shows most everyone has his own mobile device. In this research, we organize a mobile P2P network by exchanging between two mobile devices. We propose a system for consumers and sellers to exchange group buying information.
In Mobile P2P Network environment, group buying initiator is hard to decide the best timing to end the group buying. Because buyers can easily participate or leave the group buying group, and initiator may not know the exactly how many buyers participate the group buying. So we simulate a virtual mall with the realistic data and try to find the suitable group buying model in this environment. Then we examine if participation externality effect, price drop effect and ending effect will appear in this model. Finally, we observe the trend of the number of buyers in group buying to suggest the group buying ending time.
The research result indicates that participation externality effect and price drop effect still appear in the Mobile P2P Network environment. But ending effect is not obvious. Because the group buying information is distributed by participating buyers, the distribution will affect the trend of participation and participation externality effect. With suggestion of the system, initiator will not waste much time to wait few participations, and participators can reduce the time cost.

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的與問題描述 3
第四節 論文架構 4
第二章文獻探討 5
第一節　線上集體購物 5
第二節　風險態度與消費者行為 7
第三節　行動商務與普及商務 10
第四節 P2P(Peer-to-Peer)資訊傳遞技術 13
第三章 系統架構與實作 16
第一節　系統架構 16
第二節　集購結束機制 21
第三節　實驗環境與系統參數 22
第四章 實驗結果與討論 23
第五章 結論與未來發展 27
參考文獻 28

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