集體購買行為經常發生在日常生活中,同一地區的人或親朋好友針對共同需求,一起購買相同的商品,以增加議價力量並達到降低售價的目的。近年來,廠商有鑑於促銷活動,為了短期的銷售目的,而提供一種額外的利益或誘因,以吸引消費者或經銷商者提前或大量購買,但卻無法歸類於人員銷售、廣告、公關等的行銷活動。近來,政府推動海洋教育,使得國人對於運動的習慣也漸漸改變,參與游泳活動的人越來越多。所以本研究欲瞭解集體購買游泳票劵的影響因素,以提供游泳池業者另一種的銷售模式之建議,故將針對中部地區集體購買游泳票劵消費者進行研究。本研究結果顯示,影響消費者進行集體購買游泳票劵之因素有效用性因素、價格需求性因素與便利性因素。
Group-buying commonly occurs by in individuals, families, or friends who have common needs, and who may want to increase the bargaining power to achieve lower prices. In recent years, the business in view of promotional activities of the company is a mean for short-term objectives, which is to provide extra interests or an additional incentive to attract customers or distributors to buy in advance or make a great order, but not refer to the salesmen, advertisement, public relations and other marketing activities. Recently, the government has encouraged marine education, making people to change their exercise habits gradually, and more and more people are glad to participate in swimming. For the purpose, this study wants to know what factors that influence the group-buying, and then it can provide the sales model for the swimming pool enterprise. Therefore, the study samples are mainly from people who live in central of Taiwan. The results of this study show that influence factors of group-buying swimming tickets are convenience, price and multi-function factors