近年來，網路購物持續發展，衍生出許多不同的購物模式，而團購正是目前相當熱門的消費方式之一。消費者可以藉由集合大眾的購買量，向廠商爭取產品的最大折扣。本研究主要為探討哪些因素會驅使消費者參與團購，參考Sheth et al.(1991)的消費價值模型，並納入社會心理學的觀點，以從眾行為作為影響團購意願之因素。此外，本研究將消費者分為參與「熟人」團購與參與「陌生人」團購，探討消費者是否會因為參與情境的不同，而出現不同的團購行為。

本研究利用紙本以及網路問卷回收632份問卷，有效問卷為626份。並採用線性結構關係模式(LISREL)對研究模型進行分析。分析結果發現，在三種消費價值中，熟人樣本僅有情感性價值會提升消費者的團購意願，而在陌生人樣本中的功能性價值與情感性價值皆會提升團購意願。且證實隨著消費者團購意願的提升，其團購參與的行為也會增加。此外，在兩樣本中，社會認同皆能促進消費者的資訊性與規範性從眾行為。最後，資訊性從眾行為會使兩樣本的消費者提升團購意願；但規範性從眾行為僅在熟人樣本中對團購意願有顯著影響，顯示消費者只有在參與身邊親友舉辦的團購時，會因為較高的規範性從眾行為而導致團購意願的提升。

In recent years, online shopping keeps thriving and derives different modes of shopping, and presently the group-buying is one popular way of consumption. Consumers could fight for the most discounts of products by gathering the quantity of thousands of consumers. The purpose of this research is to explore what factors would give consumers the drives to participate the group-buying. We referred to the consumption value model (Sheth et al., 1991), and considering the viewpoint of social psychology, we also took conformity as a factor for affecting group-buying intention. Moreover, we separated the consumers into participating the group-buying of acquaintances or strangers, in order to examine whether the consumers behaves differently because of the situation.

A total of 632 responses of the paper and internet questionnaires were collected and 626 responses were usable. Then the LISREL was introduced to test the model. The results reveal that, among three consumption value, only emotional value would give consumers the drives to participate group-buying in acquaintance samples, and that both functional value and emotional value would enhance group-buying intention in stranger samples. Also, it was tested that the rise of group-buying participation intention would cause higher group-buying participation behavior. Furthermore, in both two kinds of samples, the social identity would cause the informative and normative conformity stronger. Finally, informative conformity would enhance the group-buying participation intention in both two kinds of samples, but normative conformity would enhance the group-buying participation intention in only acquaintance samples. It shows that only when consumers participate the group-buying held by friends and families, the higher normative conformity would cause the higher group-buying participation intention.

Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In J. Kuhl & J. Bechkmann (Eds.), Action Control: From Cognition to Behavior (pp. 11-39). New York: Springer-verlag.
Allen, V. L. (1966). Situational Factors In Conformity. Advances in Experimental Social Psychology, 2, 133-175.
Anand, K. S., & Aron, R. (2003). Group buying on the web: A comparison of price-discovery mechanisms. Management Science, 49(11), 1546-1562.
Ashforth, B. E., & Mael, F. (1989). Social identity theory and the organization. The Academy of Management Review, 14(1), 20-39.
Bagozzi, R. P., & Dholakia, U. M. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, 23(1), 45-61.
Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. The Journal of Consumer Research, 9(2), 183-194.
Bearden, W. O., Netemeyer, R. G., & Teel, J. E. (1989). Measurement of consumer susceptibility to interpersonal influence. The Journal of Consumer Research, 15(4), 473-481.
Bolton, R. N., & Drew, J. H. (1991). A multistage model of customers' assessments of service quality and value. The Journal of Consumer Research, 17(4), 375-384.
Chen, Y. C., Shang, R. A., & Lin, A. K. (2008). The intention to download music files in a P2P environment: Consumption value, fashion, and ethical decision perspectives. Electronic Commerce Research and Applications, 7(4), 411-422.
Cox, D. F., & Rich, S. U. (1964). Perceived risk and consumer decision-making: The case of telephone shopping. Journal of Marketing Research, 1(4), 32-39.
Cravens, D. W., Holland, C. W., Lamb, C. W., Jr., & Moncrief, W. C., III. (1988). Marketing's role in product and service quality. Industrial Marketing Management, 17(4), 285-304.
Deutsch, M., & Gerard, H. B. (1955). A study of normative and informational social influences upon individual judgment. The Journal of Abnormal and Social Psychology, 51(3), 629-636.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Grossman, R. P., & Wisenblit, J. Z. (1999). What we know about consumers's color choices. Journal of Marketing Practice: Applied Marketing Science, 5(3), 78-88.
Hertel, G., & Kerr, N. L. (2001). Priming In-Group Favoritism: The Impact of Normative Scripts in the Minimal Group Paradigm. Journal of Experimental Social Psychology, 37(4), 316-324.
Hogg, M. A., & Turner, J. C. (1987). Social identity and conformity: A theory of referent informational influence Current issues in European social psychology (Vol. 2, pp. 139-182). Cambridge, England: Cambridge University Press.
Jetten, J., Spears, R., & Manstead, A. S. R. (1996). Intergroup norms and intergroup discrimination: Distinctive self-categorization and social identity effects. Journal of Personality and Social Psychology, 71(6), 1222-1233.
Kauffman, R., & Wang, B. (2001). New buyers' arrival under dynamic pricing market microstructure: The case of group-buying discounts on the Internet. Paper presented at the 34th Annual Hawaii International Conference on System Sciences, Los Alamitos, CA.
Kelman, H. C. (1961). Processes of opinion change. Public Opinion Quarterly, 25(1), 57-78.
Kerlinger, F. N., & Lee, H. B. (1986). Foundations of behavioral research. New York: Holt, Rinehart and Winston.
Lascu, D. N., Bearden, W. O., & Rose, R. L. (1995). Norm extremity and interpersonal influences on consumer conformity. Journal of Business Research, 32(3), 201-212.
Lascu, D. N., & Zinkhan, G. (1999). Review and Applications for Marketing Theory and Practice. Journal of Marketing Theory and Practice, 7(3), 1-12.
Lee, Y. J., & Park, J. K. (2008). The mediating role of consumer conformity in e-compulsive buying. Advances in Consumer Research, 35, 387-392.
Levy, M. (1999). Revolutionizing the retail pricing game. Discount Store News, 38(18), 15.
Monroe, K. B. (1990). Pricing: Making profitable decisions (2 ed.). New York: McGraw-Hill.
Moon, J., Li, J., Jo, S., & Sanders, G. (2006). Improving quality of life via blogs and development of a virtual social identity. Journal of Information Technology Management, 17(3), 26-37.
Nunnally, J., & Bernstein, I. (1994). Psychometric therapy. New York: McGraw-Hill, Inc. .
Park, J. K., & Feinberg, R. (2010). E-formity: consumer conformity behaviour in virtual communities. Journal of Research in Interactive Marketing, 4(3), 197-213.
Rintamaki, T., Kanto, A., Kuusela, H., & Spence, M. T. (2006). Decomposing the value of department store shopping into utilitarian, hedonic and social dimensions: Evidence from Finland. International Journal of Retail & Distribution Management, 34(1), 6-24.
Ross, L., Bierbrauer, G., & Hoffman, S. (1976). The role of attribution processes in conformity and dissent: Revisiting the Asch situation. American Psychologist, 31(2), 148-157.
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.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220.
Tajfel, H. (1978). Differentiation between social groups. New York: Academic Press.
Tajfel, H., & Turner, J. C. (1986). The social identity theory of intergroup behavior. In S. Worchel & W. G. Austion (Eds.), The psychology of intergroup relations (2 ed., pp. 7-24). Chicago: Nelson-Hall.
Turner, J. C. (1982). Toward a cognitive definition of the group. In H. Tajfel (Ed.), Social identity and intergroup relations (pp. 15-40). Cambridge, UK: Cambridge University Press.
Turner, J. C. (1985). Social categorization and the self-concept: A social cognitive theory of group behavior. In E. J. Lawler (Ed.), Advances in group processes: Theory and research (Vol. 2, pp. 77-122). Greenwich, CT: JAI Press.
Yang, K., & Jolly, L. D. (2009). The effects of consumer perceived value and subjective norm on mobile data service adoption between American and Korean consumers. Journal of Retailing and Consumer Services, 16(6), 502-508.
Yuan, S. T., & Lin, Y. H. (2004). Credit Based Group Negotiation for aggregate sell/buy in e-markets. Electronic Commerce Research and Applications, 3(1), 74-94.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 52(3), 2-22.
盧麗華. (2010). 美團網：團購2.0的風靡 Retrieved 2011/5/18, from http://enterprise.big5.dbw.cn/system/2010/07/27/052644207.shtml