本研究以內容分析法檢視B2C網路合購網站留言版的內容，藉由留言時間、購買意願、留言性質、留言話題等四大屬性的數據分析，描繪出留言版內容的輪廓與特性，將留言版文字內容轉化為有價值的消費者洞察資訊。本研究以台灣最大B2C合購網站Groupon Taiwan作為研究對象，蒐集該網站留言版中的消費者實際留言資料，挑選出共33檔大台北地區的餐廳合購活動，總計累積6,822筆留言訊息。研究結果發現，高達89.1%留言發生在合購結束之前，這些留言主要表現出「想吃、想購買但尚未有實際購買行動」的正向購買意願，以及「聊天抒發心情」的留言特質，而討論話題集中在「抒發購買意願或行為」。合購結束之後的另外10.9%留言，則主要表現出「已購買但求售轉讓其它網友」的負向購買意願，以及「提出疑問、請求或尋求協助」的留言特質，而討論話題則多數與「徵求或轉讓兌換券」有關。最後，本研究貢獻為，分別以合購網站業者、廠商店家與消費者的觀點，整理出網路合購的諸多特性，作為網站業者與廠商店家如何成功經營B2C網路合購模式的決策參考。

This study extends a detailed investigation into the content of the message board on a B2C group-buying website through content analysis. Based on four characteristics of posted time, purchase intention, message type, and discussion topic, this study reports a complete profile of message boards in B2C online group-buying model and converts these consumer responses into valuable marketing insight. In our research, there are totally 6,822 messages of 33 group-buying activities collected from Groupon Taiwan, the largest B2C group-buying website in Taiwan. The results represent that 89.1% messages are posted on the board before the end of every group-buying activity, which also mainly show the positive purchase intention of “desiring to eat or buy, but yet actually buying it,” the message type of “expressing feeling and opinion neutrally” as well as the discussion topic of “purchase intention or behavior.” After the end of every group-buying activity, another 10.9% messages focus on the negative purchase intention of “asking for or transferring coupon”, the message type of “asking, requesting or seeking for assistance”, and the discussion topic of “coupon requesting or transferring.” Finally, this study suggests several key success factors for platform operators and suppliers to engage in B2C online group-buying business.

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