團購網站透過O2O（Online to Offline）模式，先向店家爭取優惠，再以價格優勢招攬顧客上門，提供消費者半價優惠的產品，是近幾年崛起的新興商業模式。根據資策會預估，2011年台灣線上購物市場規模可望達到新台幣 4,300億元，2011年團購市場從2010年的72億成長至90億元。目前團購市場僅占線上購物的2%，未來的潛在成長空間非常值得期待。
本研究的目的是希望找出影響消費者團購的關鍵因素，由於團購產品種類眾多，此次研究是以團購餐卷為主要研究商品，透過問卷調查的方式，以台灣地區，曾有過網路團購消費經驗的消費者為研究對象，深入探討認知風險、價格、口碑與黏著度之間的影響。
研究結果顯示認知風險、價格、口碑與黏著度之間確實有顯著影響，更進一步發現男性消費者在購買團購網站餐卷時的影響比女性消費者更加顯著。此結論與之前刻板印象普遍認為女性消費者對於價格、口碑影響程度應該高於男性消費者有所差異，經再次訪談後歸咎於男女雙方在購買餐卷的心態上有所不同。
最後，站在不同利害關係者的角度提供團購平台、店家、消費者建議，希望藉此達到團購平台與店家及消費者的三贏局面。

Online group buying websites by O2O (Online to Offline) modes, first to the shops seek concessions and price advantage to attract customers to the store, and provide consumers of 50% off price to buy online, is the rise of emerging business models in recent years. According to the MIC prediction, 2011 Taiwan online shopping market size by revenue is expected to reach NT $ 430 billion, 2011 online group buying market growth from NT$ 9 billion to NT$ 7.2 billion for 2010. Online group buying market is only 2% of online shopping market; potential growth is anticipated in the future.
The purpose of this study is to identify the influence of consumer stickiness in online group buying and the key factors include perceived risk, price and WOM. Due to online group buying market has many kinds of products; the study only focuses on the meal coupon.
Research results between the degree of perceived risk, price, WOM and the stickiness have a significant effect, and further discovered male consumers are more sensitive than female consumers when they consider buying meal coupon in online group buying market. Stereotypes generally believe that female consumers are price and WOM of impact should be higher than the males, after the interview again found both men and women differ in the purpose of buying meal coupon.
Finally, the study is standing in the perspective of different stakeholders to provide advice to online group buying platform, restaurant and consumer.

池嘉敏（2005），「網路口碑來源可信度對線上購買意圖之影響-以線上拍賣網站為例」，國立台灣科技大學企業管理系研究所碩士論文。
汪志堅（1999），「產品知識、搜尋價值對網際網路資訊搜尋量影響之研究」，國立中興大學企業管理研究所博士論文。
林正弘(2006)，「主購信任度與認知風險對線上集購行為影響之研究」，國立中山大學資訊管理研究所碩士論文。
林彥宏（2005），「網路口碑對消費者購買決策影響之探討」，國立中央大學企業管理研究所碩士論文。
莊隆泰（2000），「群體採購中間商系統之研究」，國立中山大學資訊管理研究所碩士論文。

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