自2020年新冠肺炎疫情爆發以來，消費者基於安全性等多方考量，網路團購已成為時下熱門的購物模式之一。伴隨後疫情時代的降臨，政府的應對措施逐步放寬，國人看待疫情的心態也有所轉變。
本研究探討疫情期間，感知價值與信任對台灣消費者網路團購意願之影響。並檢驗疫情發展階段在其中的調節效果。分別針對「疫情高峰期」及「後疫情時代」等兩大發展階段，藉由線上問卷對115位有網路團購經驗之消費者進行調查， 並利用SPSS 29與SmartPLS 4兩種統計軟體進行資料分析。研究結果證實:疫情期間，感知價值仍會對消費者的網路團購意願產生顯著的正向影響;而信任對網路團購意願的影響卻不顯著。並且，疫情發展階段對感知價值和網路團購意願間不具顯著的調節效果。
基於上述結果，本研究分別提出可應用於理論與實務上之建議，供企業、團購主和學者作為行銷策略及後續研究之參考。

Online group buying has become one of the most popular shopping methods since the outbreak of Covid-19. However, since the government has eased the restrictions in the post-pandemic era, Taiwanese’s attitude towards the pandemic have changed as well.
The main aim of this research is to analyze the relationship between perceived value, trust, and online group buying intention. Moreover, the study tests the moderating effect of the stages of pandemic on the relationship between perceived value and online group buying intention.
To conduct the survey, a total of 115 valid samples are used for quantitative analysis, with the help of SPSS 29 & SmartPLS 4. The statistics suggest that, the perceived value affects the willingness of an individual to engage in online group buying during the pandemic. Nevertheless, there isn’t a significant relationship between trust and online group buying intention during the pandemic. Furthermore, there is no moderating effect of the stages of pandemic on the relationship between perceived value and online group buying intention.
According to the results, the implications for theory and practice and the suggestions for future research are also discussed.

Achmad, N., H., Mutia, O., Pinkie, A., Nur, F., A., B. & Kongkiti, P. (2017). The Roles of Electronic Word of Mouth and Information Searching in the Promotion of a New E-Commerce Strategy: A Case of Online Group Buying in Indonesia. Journal of Theoretical and Applied Electronic Commerce Research, 12(3), 69- 85.
Alessandra, C., Andrew, H., & Carl, V., K. (2017). Trust, Risk, and Time Preferences After a Natural Disaster: Experimental Evidence from Thailand. World Development, Vol. 94, 90-105.
Alford, B., L., & Biswas, A. (2002). The effects of discount level, price consciousness and sale proneness on consumers' price perception and behavioral intention. Journal of Business research, 55(9), 775-783.
Babin, B., J., Darden, W., R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656.
Balasubramanian, S., Konana, P., & Menon, N. (2003). Customer satisfaction in virtue environment: A study of online investing. Management Service, 49(7), 871-889.
Bart, Y., Shankar, V., Sultan, F., & Urban, G., L. (2005). Are the drivers and role of online trust the same for all web sites and consumers? A large-scale exploratory empirical study. Journal of Marketing, 69(4), 133-152.
Blackwell, R., D., Miniard, P., W., & Engel, J., F. (2001). Consumer Behavior (9th Ed.). Ohio: South-Western.
Bologna, C. (2021). Revenge travel will be all the rage over the next few years. Huffposthttps://www.huffpost.com/entry/revenge-travel- future_l_6052b724c5b638881d29a416.
Camp, L., J. (2001). Trust and risk in Internet Commerce. Telecommunications Policy, 25(7), 533-536.
Chaparro, P., J., Hernández, G., A., & Urueña, L., A. (2015). The role of emotions and trust in service recovery in business-to-consumer electronic commerce. Journal of Theoretical and Applied Electronic Commerce Research, 10(2), 77-90.
Chen, S., C. & Lin, C., P. (2015). The impact of customer experience and perceived value on sustainable social relationship in blogs: An empirical study. Technological Forecasting and Social Change, Vol. 96, 40-50.
Chen, Y., H., & Barnes, S. (2007). Initial trust and online buyer behavior. Industrial Management & Data Systems, 107(1), 21-36.
Chen, Z., X., Xu, J., Yu, Y., H., Ke, S., A., & Zhao, Y. (2022). Power distance and supervisor ostracism: the moderating effect of procedural fairness. European Journal of International Management, 17(2-3), 394-413.
Cheng, H., H., & Huang, S., W. (2013). Exploring antecedents and consequences of online group buying intention: An extended perspective on theory of planned behavior. International Journal of Information Management, 33(1), 185–198.
Chin, W. W. (1998a). Commentary: Issues and opinion on structural equation modeling. MIS Quarterly, 22(1), 7-16.
Deng, S., C., Wang, W., S., Xie, P., H., Chao, Y., F., & Zhu, J., R. (2020). Perceived Severity of COVID-19 and Post-pandemic Consumption Willingness: The Roles of Boredom and Sensation-Seeking. Frontiers in Psychology, Vol. 11, 1-10.
Dhruv, G., Yakov, B., Martin, S., & Peter, P., Z. (2016). Mobile Advertising: A Framework and Research Agenda. Journal of Interactive Marketing, Vol. 34, 3- 14.
Doney, P., M., & Cannon, J., P. (1997). An examination of the nature of trust in buyer- seller relationships. Journal of Marketing, 61(2), 35-51.
Edelman, D.C. (2010). Branding in the digital age. Harvard Business Review, Vol. 88, No. 12, 62-69.
Gao, Z. J., & Li, Y. C. (2022). To Study the Development and Problems of Community Group Buying after the Epidemic. Business and Management Research, Vol. 648, 548-553.
Gambetta, D. (2000). Can we trust trust? Gambetta, D. (Ed.), Trust: Making and Breaking Cooperative Relations, 213-237.
Gefen, D. (2000). E-commerce: The role of familiarity and trust. Omega, 28(6), 725– 737.
Goodwin, C. (1991). Privacy: recognition of a consumer right. Journal of Public Policy Marketing, Vol. 10, 149-66.
Gupta, A. & Harris, J. (2010). How e-WOM recommendations influence product consideration and quality of choice: A motivation to process information perspective. Journal of Business Research, Vol. 63, No. 9-10, 1041-1049.
Gupta, A. & Mukherjee, J. (2022). Long-term changes in consumers' shopping behavior post-pandemic: an exploratory study. International Journal of Retail & Distribution Management, 50(1), 1-17.
Hair, J., F., Anderson, R., E., Tatham, R., L., & Black, W., C. (1998). Multivariate data analysis (5th ed.). Macmillan.
Hair, J., Carole, L., Hollingsworth, C., L., Randolph, A., B., & Chong, A., Y., L. (2017). An updated and expanded assessment of PLS-SEM in information systems research. Industrial Management & Data Systems, 117(3), 1-17.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.
Hansen, F., Percy, L., & Hansen, M., H. (2004). Consumer Choice Behavior – an emotional theory. Copenhagen Business School, No. 2397923675.
Hidayanto, A., N., Herbowo, A., Budi, N., F., A., & Sucahyo, Y., G. (2014). Determinant of customer trust on E-commerce and its impact to purchase and word of mouth intention: A case of Indonesia. Journal of Computer Science, Vol. 10, No. 12, 2395-2407.
Hoffman, D., Novak, T., & Peralta, M. (1999). Building consumer trust online. Communications of the ACM, 42(4), 80–85.
Hsu, M., H., Chang, C., M., & Chuang, L., W. (2015). Understanding the determinants of online repeat purchase intention and moderating role of habit: The case of online group-buying in Taiwan. International Journal of Information Management, 35(1), 45-56.
Hung, S., W., Cheng, M., J., & Lee, C., J. (2022). A new mechanism for purchasing through personal interactions: fairness, trust, and social influence in online group buying. Information Technology & People, 35(5), 1563-1589.
Ieva, M., De, Canio, F., & Ziliani, C. (2018). Daily deal shoppers: What drives social couponing? Journal of Retailing and Consumer Services,40, 299–30.
James Agarwal, Gopal Das, & Mark T. Spence. (2022). Online group buying behavior: A study of experiential versus material purchases. Psychology & Marketing, 39(10), 1946-1963.
Kesari, B., & Atulkar, S. (2016). Satisfaction of mall shoppers: a study on perceived utilitarian and hedonic shopping values. Journal of Retailing and Consumer Services, Vol. 31, 22-31.
Kauffman, R. J., Lai, H., & Ho, C. T. (2010). Incentive mechanisms, fairness and participation in online group-buying auctions. Electronic Commerce Research and Applications, Vol. 9, 249–262.
Kauffman, R., J., Lai, H., & Lin, H., C. (2010). Consumer adoption of group-buying auctions: an experimental study. Information Technology and Management, 11(4), 191-211.
Kauffman, R., J., & Wang, B. (2001). New buyer’s arrival under dynamic pricing market microstructure: The case of group-buying discounts on the Internet. Journal of Management Information Systems, 18(2), 157-188.
Kim, D., J., Ferrin, D., L., & Rao., H., R. (2008). A trust-based consumer decision- making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems. 44(2), 544-564.
Kim, Y., M., & Shim, K., Y. (2002). The influence of internet shopping mall characteristics and user traits on purchase intent. Irish Marketing Review, 15(2), 25-
Klein, A., & Sharma, V., M. (2022). Consumer decision‐making styles, involvement, and the intention to participate in online group buying. Journal of Retailing and Consumer Services, 64, 1-13.
Koufaris, M., & Hampton, S., W. (2004). The development of initial trust in an online company by new customers. Information & Management, 41(3), 377-397.
Kukar, K., M., Scheinbaum, A., C., & Schaeffers, T. (2016). Compulsive buying in online daily deal settings: An investigation of motivations and contextual elements. Journal of Business Research, 69(2), 691-699.
Lee, M., K., O., & Turban, E. (2001). A trust model for consumer internet shopping. International Journal of Electronic Commerce, 49(1), 75-91.
Leeraphong, A., & Mardjo, A. (2013). Trust and risk in purchase intention through online social network: a focus group study of Facebook in Thailand. Journal of Economics, 1(4), 314–318.
Lin, S., C., Tseng, H., T., & Farid, S. (2022). Consumer decision journey for online group buying: psychological and intentional procedure perspectives. British Food Journal.
Liu, Y., & Sutanto, J. (2015). Online group buying: Literature review and directions for future research. The Data Base for Advances in Information Systems, 46(1), 39–59.
Lowry, P., B., Twyman, N., W., Pickard, M., & Jenkins, J., L. (2014). Proposing the affect-trust infusion model (ATIM) to explain and predict the influence of high and low affect infusion on web vendor trust. Information and Management, 51(5), 579-594.
Luo, X., Andrews, M., Song, Y., & Aspara, J. (2014). Group-Buying Deal Popularity. Journal of Marketing, 78(2), 20–33.
McCole, P., Ramsey, E., & Williams, J. (2010). Trust considerations on attitudes towards online purchasing: The moderating effect of privacy and security concerns. Journal of Business Research, 63(9-10), 1018-1024.
Miao, L., Im, J., So, K., K., F., & Cao Y. (2022). Post-pandemic and post-traumatic tourism behavior. Annals of Tourism Research.
Moreno, A.M. & Casillas, J.C. (2008). Entrepreneurial orientation and growth of SMEs: a causal model. Entrepreneurship Theory and Practice, 32(3), 507-528.
Morris, B., H., & Elizabeth C. H. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, 9(2), 132-140.
Ni, G., Q. (2019). A pricing model for group buying based on network effects. PLOS ONE, 14(1), 1-18.
Nicolaou, A., I., Ibrahim, M., & Van, H., E. (2013). Information quality, trust, and risk perceptions in electronic data exchanges. Decision Support Systems, 54(2). 986- 996.
Nollet, J., & Beaulieu, M. (2005). Should an organization join a purchasing group? Supply Chain Management, 10(1), 11‐7.
Pi, S., M., Liao, H., L., Liu, S., H., & Lee, I, S. (2011). Factors influencing the behavior of online group-buying in Taiwan. African Journal of Business Management, 5(16), 7120-7129.
Qing, P., Huang, H., Razzaq, A., Tang, Y., & Tu, M. (2018). Impacts of sellers’ responses to online negative consumer reviews: Evidence from an agricultural product. Canadian Journal of Agricultural Economics, 66(4), 587–597.
Rao, G., Y., Li, D., Y., Wang, Y., C., Chen, W., P., Zhou, C., L., & Zhu, Y., Q. (2023). Maximizing the influence with ?-grouping constraint. Information Sciences, Vol. 629, 204-221.
Reichheld, F., F., & Schefter, P. (2000). E-Loyalty: your secret weapon on the web.
Harvard Business Review, 78(4), 105-113. 34
Riordan, C., M., Griffith, R., W., & Weatherly, E., W. (2003). Age and work-related outcomes: The moderating effects of status characteristics. Journal of Applied Social Psychology, 33(1), 37-57.
Ryu, K., Han, H., & Jang, S. (2010). Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast-casual restaurant industry. International Journal of Contemporary Hospitality Management, 22(3), 416–432.
Sabiote, C., M., Frías, D., M., & Castañeda, J., A. (2012). The moderating effect of culture on overall perceived value in the online purchasing process. Service Business, 7(1), 83-102.
Salisbury, W., D., Pearson, R., A., Pearson, A., W. & Miller, D., W. (2001). Perceived security and worldwide web purchase intention. Industrial Management & Data Systems, 101(4), 165-177.
Sarkar, A. (2011). Impact of utilitarian and hedonic shopping values on individual’s perceived benefits and risks in online shopping. International Management Review, 7(1), 58-65.
Schiffman, L., G., Kanuk, L., L., & Wisenblit, J., L. (2010). Consumer behavior. London: Pearson Higher Education global ed.
Sheth, J., N., Newman, B., I., & Gross, B., L. (1991). Why we buy what we buy: a theory of consumption values. Journal of Business Research, 22(2), 159-170.
Shukla, P. (2012). The influence of value perceptions on luxury purchase intentions in developed and emerging markets. International Marketing Review, 29(6), 574- 596.
Solomon, M., R. (1996). Consumer Behavior: Buying, having, and being (3rd Ed.). New Jersey: Prentice Hall.
Sultana, S., Debnath, D., & Habib, M. (2021). Consumers’ Online Purchasing Intention During Pandemic and Post-Pandemic: A Comparative Study. International Journal of Advanced Management and Accounting, 1, 1-11.
Sun, P. C., Luo, J. J., & Liu, Y. L. (2010). Perceived risk and trust in online group buying context. In 3rd international conference on information management, innovation management and industrial engineering.
Sweeney, J., C., & Soutar, G., N. (2001). Consumer perceived value: the development of a multiple item scale. Journal of Retailing, 77(2), 203-220.
Türk, Z. (2018). The effect of hedonic and utilitarian consumption tendency on impulse buying behavior. Journal of International Society Studies, 9(16), 855- 878.
Vázquez, M., Javier, M., M., & Leal, R. (2021). The impact of the COVID-19 crisis on consumer purchasing motivation and behavior. European Research on Management and Business Economics, 27, 1-18.
Voss, K., E., Spangenberg, E., R., & Grohmann, B. (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of Marketing Research, 40(3), 310-320.
Wang, C., C. (2017). Factors influencing the adoption of online group-buying in virtual community. Multimedia Tools and Applications, 76(9), 11751-11768.
Wang, X., M., Cai, L., Qian, J., & Peng, J., X. (2014). Social support moderates stress effects on depression. International Journal of Mental Health Systems, 8(41), 1- 5.
Weng, M. L. (2017). Online group buying: Some insights from the business-to- business perspective. Industrial Marketing Management, Vol. 65, 182-193.
Woodruff, R., B. (1997). Customer value: the next source for competitive advantage. Journal of the Academy of Marketing Science, Vol. 25, 139-153.
Wu, Y., H., Chu, S., Y., & Fang, W., C. (2008). An empirical study of trust and TAM- an example of online shopping. Journal of Information Management, 15(1), 123- 152.
Xu, Priour, D., L., Cliquet, G., & Palmer, A. (2017). The influence of buyers’ time orientation on online shopping behavior: a typology. Electron. Commerce, Vol. 21, 299–333.
Zeithaml, V., A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means- End Model and Synthesis of Evidence. Journal of Marketing, Vol. 52, 2-22. Zhang, T., Chen, C., Xu, X., Xu, J., Yang, K., Xu, Y., Yuan, L., Yang, Q., Huang, X. &
Zhou, Z. (2021). Impact of the COVID-19 pandemic and post-epidemic periods on the process of endovascular treatment for acute anterior circulation ischaemic stroke. BMC Neurol, Vol. 21, 1-8.
Zhang, M., Y., Hasliza, H., & Melissa, W., M. (2023). Exploring the Consumers’ Purchase Intention on Online Community Group Buying Platform during Pandemic. Sustainability, 15(3), 1-13.
江淑君 (2022)。疫情時代消費者社群團購決策類型之研究。取自臺灣博碩士論 文加值系統。
邱皓政 (2019)。《量化研究與統計分析:SPSS 與 R 資料分析範例解析》。五南 出版。
程倚華 (2020)。2020 年台灣零售業&網購銷售額年成長率。取自數位時代 (2021) https://www.bnext.com.tw/article/61940/deloitte-retail-omo
顏志龍、鄭中平 (2015)。《給論文寫作者的統計指南》。五南出版。
i-Buzz 網路口碑研究中心 (2022)。中小型網紅出頭天!2021 KOL 團購趨勢及
團購王大揭秘。取自 AsiaKOL 亞洲人通 (2022) https://www.i-buzz.com.tw/community/article_page/?id=MzU4