本研究主要以計畫行為理論為觀點，結合社會臨場感探討虛擬社交關係對團購消費者的行為決策影響。研究結果如下:一、研究結論受測者中以女性最多，職業以軍公教人員最多，其中最常參加的團購平台為臉書FB，購買的團購商品則以美食最多。假設驗證結果中態度、主觀規範、知覺行為控制及社會臨場感三個構面對網路揪團購物者的行為意圖都有顯著的正向影響，表示此三項構面皆能有效影響網路揪團購物者的行為意圖。二、研究建議團購主在提供消費者商品選擇時可以能直接吸引團購消費者的商品為主，建立良好的虛擬社交關係並建置簡易操作的團購平台，對提升團購消費者的行為意圖具有正向的影響力。而後續研究者可以進行目標導向行為模行探討團購消費者的行為決策模式，或對於團購消費者的消費行為是否屬於衝動性購買做進一步研究及討論。 This research is mainly based on the theory of planned behavior, combining socialpresence to explore the impact of virtual social relations on behavioral decisionmaking of group-buying consumers. The research results are as follows:一、conclusionWomen are the most in the test, the most professional military public teachers, one ofthe most frequent group buying platforms is Facebook, group purchases are the mostdelicious. Assuming that the three structures of attitude, subjective norms, perceptualbehavior control, and social presence in the verification result have a significantpositive effect on the behavior intentions of online shoppers, indicating that thesethree aspects can effectively affect the network The behavior intentions of theshopper.二、suggestionWhen buying consumer goods, the group buyer can directly attract the group buyer’sgoods. Establishing a good virtual social relationship and building a simple operationgroup buying platform has a positive influence on enhancing the behavior intention ofgroup buying consumers. And follow-up researchers can conduct goal-orientedbehavior modeling to discuss the behavioral decision-making model of group-buyingconsumers, or do further research and discussion on whether group-buying consumers'consumption behavior is impulsive buying.
