消費者透過團體購買取得優惠價格的消費型態己成為一種時尚,大學生的加入就形成了校園團購。本研究針對台灣大專生校園團購行為滿意度進行研究,本研究從人口統計變項、團購行為、團購動機、團購滿意度、持續團購意願五個部份進行檢定分析,利用SPSS統計系統進行敘述性統計分析、信度分析、效度分析、獨立樣本T檢定、單因子變異數分析與事後分析、多元迴歸分析等分析回收之樣本資料,檢驗前述五個部份之間的關聯性。研究結果顯示,商管學院的同學較熱衷於團購,購買商品以食品佔最多數,商品優惠方案是去團購的最主要因素,且最吸引他們的團購優惠為特價優惠。大專生對於校園團購的動機,最主要的是團購價格面,價格因素是大專生會想要參加團購的主要原因。其次是團購的獨特面,校園團購的產品若是具有獨特性,就能吸引學生參加購買團。團購價格、團購獨特性及團購滿意度對大專生校園團購之再購意願有正向影響,意外的是,校園團購的便利性並沒有明顯影響再購意願,而且呈現負向關係,這可能與大專生的購買行為有關,多數大專生是不怕麻煩的,只要商品便宜且獨特,再怎麼不便利也要團購。
“Group buying” have grown explosively over the last few years. Since group buying offers products and services at significantly reduced prices on the condition that a minimum number of buyers would make the purchase. Many college students involve in group buying to get the best buy. This study investigates the motivation, satisfaction and continuous purchase of campus group buying. The collected data were analysis by the method of independent samples T-test, ANOVA analysis and post-analysis, multiple regression analysis. The findings are followings: 1.The students form business colleges are more eager to group buying. 2. the most popular category for group buying food. 3. Tthe main factor attract college students to join group buying is getting discount prices from retailer. 4. For college students the convenient of group buying important at all, as long as the products are special and prices are cheap they will join the buying.