網路團購乃因一群消費者擁有相似的目標或興趣，而致使他們自願集結團體的購買力量，來對特定廠商進行議價，以獲取優惠的商品價格。本研究探討在親朋好友所發起的網路團購情境下，參考群體的社會性認同因素對個人網路團購決策之影響。實證結果發現，在參考群體的影響方面: (1)認知性社會認同會正向影響個人的網路團購意願，並負向影響個人的認知努力知覺；(2)評價性社會認同會正向影響個人的網路團購意願，以及正向影響個人的知覺價值；(3)情感性社會認同會正向影響個人的網路團購意願，並負向影響個人的知覺風險感受。而在個人決策方面，知覺價值會正向影響網路團購意願，但認知努力與知覺風險均會負向影響網路團購意願。

Internet group purchasing (IGP) occurs when a group of consumers who share similar goals and interests join their buying power to acquire preferable prices from sellers. In this study, an IGP is arranged by knowing well consumers. This study examines how the social identification of reference group may influence individual consumer’s IGP strategy. The empirical results of the reference group effects show that: (1) cognitive component of social identification can positively affect individual consumer’s IGP intention and negatively affect individual consumer’s cognitive effort; (2) evaluative component of social identification can positively affect individual consumer’s IGP intention as well as perceived value; (3) affective component of social identification can positively affect individual consumer’s IGP intention and negatively affect individual consumer’s perceived risk The empirical results about individual consumer’s IGP strategy show that perceived value can positively affect IGP intention; however, cognitive effort and perceived risk can negatively affect IGP intention.

本研究綜合學術觀點與網路團購的實務發展趨勢，將發生於熟識社群成員所形成的網路團購交易型態，以社會影響力與社群規範觀點，探討個人團購決策如何受到群體影響。在社會影響力方面，重於參考群體的社會認同因素，而在個人決策層次方面，則討論知覺價值、知覺風險、以及認知努力等因素。本研究根據理論建立研究模型與假說，再以現實生活中的參考群體為基礎進行實證調查，結果發現二者存在顯著關係並驗證所有假說。本研究據此提出幾項建議，以供網路團購賣家擬定相關行銷策略： 一、強調群體特性當個人對參考群體向心力越強，或參考群體成員間的價值觀愈接近、互動愈頻繁，則該參考群體對成員的影響力就愈大。網路拍賣業者可針對目標市場強調群體的特性，以群體力量吸引更多潛在的消費者。例如，食品公司可重新定位，調整其商品為辦公室下午之特色茶點心，塑造出同事們共同分享與培養感情之形象，以刺激團體購買之意願。 二、重視知覺價值由於團購者對價格較敏感，故網購經營者應以經濟效益為目標，創造物超所值的形象。廠商應探索消費者對團購商品所期望之價值水準，提供額外的附加價值，例如主購貼心服務、品嚐美食、開團主購禮、結交志同道合的親友等，以提高消費者的知覺價值。 三、降低消費者知覺風險消費者在進行網路購物時，若知覺到不確定性或不利且有害的結果時，可能會降低購買意願。對網購經營者而言，若能設法降低消費者的不確定性與負面影響因素，將有助於提升買賣雙方的信任關係，進而提升團購意願。例如風險性較高之產品(如醫美產品)、難以評估績效或使用成果的產品(如旅遊產品)、知名度較低的產品(如新成立的小公司產品)、或需有高度社會贊同的產品(如奢侈品)等，消費者常需要尋求他人之意見與看法，以提高個人的決策信心或避免購後失調。因此廠商應提供詳細的商品或品牌資訊、免費商品(試用品)、退換貨或產品保固等服務，以建立正面企業形象並協助消費者評估商品，而形成良好的口碑行銷。

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