摘要
本研究針對國內團購網站GOMAJI、Yam揪便宜、愛評嚴選、拜客、臺灣拉手網等五家公司及其消費者進行深度訪談，從團購網站的角度探討其應用社群網站的行銷策略及其互動成效，並理解消費者網路團購的動機與考量，以提供團購業者在應用社群工具進行網路行銷之建議。本研究發現，以銷售為行銷目標的團購網站來說，社群網站並非合適的經營管道，網路社群是個虛擬人際互動的空間，因此了解消費者真正需求更為重要。不過，若將社群網站用以操作品牌經營則較為適合，社群平臺有助於拉近品牌與消費者之間的距離，且最直接地能讓口碑效應擴散。透過社群互動的方式，瞭解消費者心理，方可提供更符合需求的團購服務與商品，產生正向循環的關係。
並列摘要
Approaching from the angles of Group-buying sites, the current study discussed the reasons some entrepreneurs use community websites as marketing promotion channels, figured out the most effective way of marketing, and provided advice on community website marketing to Group-buying entrepreneurs. Moreover, through interviews on consumers' experiences, the study further analyzed the applicability of Group-buying sites using community websites as marketing tools. The study found that community websites may not be an appropriate tool for those Group-buying sites whose marketing purposes are product sales. The community websites are virtual spaces for interpersonal interaction. Thus, they are conducive to decrease the distance between brand and consumers, and could help to popularize the product reputation among consumers directly. To synthesize above advantages, the community websites are better for those business models that require Brand Management. The present study suggests that Group-buying sites should be established based on knowing what consumers really need via community interaction, and provide services and products which cater to consumers' needs, so that it is likely to form a positive cyclical relationship between the entrepreneurs and consumers.