近年來電子商務平台的蓬勃發展,使網路購物的人數日漸增長。而在眾多團 購網站激烈的競爭之下,團購網站勢必得提升網站之品質,以及探討網站的內容 如何滿足瀏覽者不同的體驗與感受,以滿足使用者的需求。
本研究以享樂價值模型、社會影響作為理論基礎,主要在探討價值因素、社 會影響層面對消費者使用網站感受到的整體價值之影響,以及整體價值對未來持 續使用、正面口碑行銷之影響。研究對象為台灣地區曾經使用過團購網站之使用 者,並於 MySurvey 問卷平台以及紙本方式來蒐集樣本。回收了 200 份問卷作為 預試的樣本,接著再發放正是問卷,共回收 613 份有效問卷,有效問卷回收率為 94.1%。並利用結構方程模式去驗證假說內容,以 SPSS20.0 及 AMOS21.0 為本 研究應用分析工具。主要研究結果概述如下: (1)價值因素中,除了社交性以外,使用程度、網站品質、視覺呈現皆會正向顯
著影響團購網站之整體價值 (2)關鍵多數、網路口碑皆會正向顯著影響團購網站之整體價值 (3)團購網站之整體價值會正向顯著影響對未來持續使用、正面口碑行銷 (4)在各個影響因素中,其中以使用程度對消費者使用團購網站感受到的整體價
值最為明顯。 (5)網路口碑對未來持續使用與正面口碑行銷的影響程度遠達大於其他因素。

In the e-commerce platform boom, there were more and more online buyers. Competing with many other online buying websites, each and every website must enhance quality of website and study how web contents satisfied viewers' diverse experience and feelings in order to meet users' needs.
Based on hedonic value model and social influence, the purpose of this study was to explore the impacts value factor and social influence had on overall value that the website brought to users and also to find out the effects overall value put on behavioral intentions to use in future and behavioral intentions to positive word-of-mouth. We then collected 613 valid questionnaires, which made 94.1% of response rate. The structural equation models (SEM) were applied to test the proposed hypothesis and SPSS20.0 and AMOS21.0 were used for data analysis. The findings were as below: (1) Except social value, usage rate, quality of website and visual appeal value all had significant, positive effects on overall value of online group buying websites. (2) Both of critical mass and electronic word-of-mouth had significant, positive impacts on overall value of online group buying websites. (3) Overall value of online group buying websites put significant, positive effects on behavioral intentions to use in future and behavioral intentions to positive word-of-mouth. (4) Among all the factors, usage rate had the most significant, positive impacts on overall value of online group buying websites. (5) Electronic word-of-mouth has much more effects than any other factors on behavioral intentions to use in future and behavioral intentions to positive word-of-mouth.

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