超商團購之研究

Abstract

台灣的便利商店近年來為了尋求突破、發展更多業務，採取各個門市建立團購群組的新興商業模式，由各門市店長使用LINE建構「群組」、主動邀請消費者加入並推銷商品。過去國內外有關於團購的文獻大多聚焦於GROUPON性質的團購平台，而目前台灣便利商店的LINE群組團購方式則較少有學者進行研究。因此本研究以量化方式蒐集團購當中的商品資訊及消費者購買紀錄等資料，並試圖探討影響團購績效的因素，包含活躍消費者對商品與其他消費者決策的影響、結團時間長短對商品與消費者決策的影響、限量商品對消費者決策的影響、商品種類對消費者偏好的影響，最後針對分析結果提出對於經營超商團購的看法。

In recent years, Taiwan’s convenience stores have adopted the emerging business model of establishing group buying groups in various stores in order to seek breakthroughs and develop more businesses. Store managers in each store use LINE to construct groups, actively invite consumers to join and promote products. In the past, the literature on group buying at home and abroad mostly focused on the group buying platform like GROUPON. On the contrary, the LINE group buying method of convenience stores in Taiwan is rarely studied. Therefore, this study uses a quantitative method to search for product information and consumer purchase records in LINE buying group, and attempts to explore the factors that affect group buying performance, including the influence of active consumers on products and the decisions of other consumers, the influence of the deal time on products and the decisions of other consumers, the influence of limited products on the decisions of other consumers, and the influence of products types on consumer preferences, and finally put forward opinions on group buying operations based on the empirical findings.