台灣團購網站之研究與探討

互聯網和電子商務的熱潮已逐漸改變人們的日常生活、社交互動與消費模式，而許多的商家也改變了以往的商業模式，紛紛轉往了線上即可購物的線上虛擬市場，讓人們可以不必出門，只需連上網路就可以買賣物品。在2010年，線上團購的風潮促使了一類新型的團購網站出現，在此新型態的團購模式下，團購業者讓消費者聚集於某個結合了多樣性的商品資訊和多元化的優惠服務的團購平台，消費者可以藉由團購網站以搜尋到平日較少接觸到的生活資訊，如餐飲、住宿、娛樂等。對於店家而言，團購平台可以吸引消費者於線上選購，並到線下進行實際的消費行為，大幅提升顧客之觸及範圍，藉此平台做為店家行銷宣傳和促銷活動的曝光平台。　　本研究以國內幾間知名團購網站：Gomaji（夠麻吉）、Groupon (台灣酷朋)、17Life和Liker（來客）做為本研究主要的研究案例，並針對店家、消費者及團購平台間之消費互動行為模式，以對近年興起的團購平台商業模式有更深的瞭解。本研究結果顯示，店家之服務品質與產品內容和消費者對店家之評價均會影響團購網站的商譽，而團購網站上店家之產品及服務之折扣越大對消費者越具吸引力，然而若店家需求量大增導致服務人員服務品質下降，反而會造成顧客對店家之不良評價，使得店家產生之後續效益無法彰顯反而下滑。

關鍵字

團購；線上團購網站；商業模式；離線商務模式

並列摘要

People's daily life, social interactions and consumption patterns have been changed by Internet and E-commerce. Many companies also changed their business model to the online virtual market. Now people can buy items simply when they just connected to the Internet. A new type of flash sales was appeared in 2010. Consumers gathered in a platform which combined with the diversity of product Information and diversification discount. Consumers can search the information about catering, accommodation, entertainment and so on from the platform. For stores, platform helps them attract consumers order goods online and take product in physical outlet. This is not only enhanced the reach of customers, but also to be the platform that marketing publicity and promotional activities. In this study, several well-known online group buying sites in Taiwan: Gomaji, Groupon, 17Life and Liker are chosen as target cases of this study. The relationship among consumer, platforms and stores will be investigated to understanding the new business model of flash sale. Our study reveals that the product content, service quality and consumers’ evaluation will affect the site's performance. The larger discount of the products and services on the websites, the larger attractiveness will be to consumers. If a significant increase in demand for products led to a decline in service quality, it will cause the bad evaluation of stores and lead to stores subsequent benefits decline.