網路的蓬勃發展促成網路購物的多元性，消費者除了在電商平台購買下單，也可透過社群與通訊軟體建立社團或是群組，並組團團購下單。在競爭激烈的社群團購活動中，採用之行銷手法往往也影響不同類型消費者的購買意願。本研究以保養品為例，針對社群團購行為為研究標的，分析不同的行銷手法對購買意願的影響，並探討消費者衝動性購買傾向是否具有調節行銷手法與購買意願之間的關係。研究中以參與過團購之消費者作為研究對象，透過實驗設計方法建立不同行銷手法下之購買情境，並以問卷調查方式收集消費者在不同情境下的反應，自西元2022年2月16日至3月7日止，共回收165份有效問卷，並據以進行量化依據。研究結果發現行銷手法對消費者購買意願有顯著的影響，且行銷方法中的「從眾模式」與「稀缺模式」間存在交互作用。此外衝動性購買傾向對購買意願有直接的影響，但不具有調節行銷手法與購買意願之間的關係。本研究結果除實際驗證我們提出的模型假設，亦可供管理者作為擬定行銷策略之參考。

The advancement of the Internet has led to the diversity of online shopping behaviors. In addition to making purchases on e-commerce platforms, consumers can also join team buying groups and place orders through social network applications. In the fiercely competitive group-buying activities, the marketing methods used can significantly affect the purchasing intentions of different types of consumers. Taking skin care products as an example, this study takes Internet group-buying behavior as the research object, analyzes the influence of different marketing techniques on purchase intention, and explores whether consumers’ impulse buying tendency moderates the relationship between marketing techniques and purchase intention. Consumers who have experiences in online group purchases are used as the research subjects, and the situations when different marketing methods are implemented are formulated in the experiment design, and the responses of consumers in different situations are collected through questionnaires. From February 16, 2022 to March 7, 2022, a total of 165 valid questionnaires were collected and used for our analysis. The results of the study show that marketing methods significant affect consumers’ purchase intention, and there is a significant interaction between “bandwagon effect” and “scarcity effect”. Furthermore, impulse buying tendency not only affects purchase intention directly, it does not moderate the relationship between the marketing methods and purchase intention. Important managerial implications provided in this study can serve as a guideline for practitioners and managers to formulate better marketing strategies for managing group-buying activities.

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