在網路世界的蓬勃發展下，購物模式也往電子商務平台購物發展，隨之而起的團購成為一種多元熱門的購物選擇。本研究從知覺風險與交易成本的方向進行探索，對團購動機與再團購意願的影響，其中知覺風險包含財務、績效與安全等三項風險，而交易成本則包括搜尋成本和成交成本，團購動機方面則分為個人動機與社交動機。本研究工具以問卷調查法為主，對團購群組內人員進行調查，總共收回440份網路問卷，有效問卷為 438 份，回收率達99.54%。施測以信度分析、應用描述性之統計分析、單因子變異數分析與獨立樣本t檢定的方法探究取得資料分析，另也用迴歸分析來了解其相關性。 從研究結果得知： 1.安全風險會因職業與主要使用團購社群個數不同有顯著差異。 2.交易成本會因每次瀏覽團購時間不同有顯著差異，而成交成本因職業不同有顯著差異。 3.個人動機會因婚姻、職業、教育程度、月收入、每次瀏覽團購時間、團購金額、使用團購社群個數不相同而有顯著差異，而社交動機因職業、每次瀏覽團購時間與主要使用團購社群個數不同有顯著差異。 4. 再團購意願會因性別、婚姻狀況、年齡、職業、每次瀏覽團購時間、團購金額、使用團購社群個數不同而有顯著差異。 5.績效風險與搜尋成本對再團購意願有正向的顯著影響，成交成本對再團購意願有負向影響。 6.財務風險與成交成本對個人動機具負向影響，績效風險對於個人動機具正向影響。 7.安全風險對於社交動機有負向影響，成交成本對於社交動機具正向的影響。 With the vigorous development of the online world, the group buying has become a diverse and popular shopping choice. This study explores the direction of perceived risk and transaction cost, its impact on group buying motivation and group repurchase intention. The elements of perceptual risk include financial, performance, and security risks. Transaction costs include search costs and dealing cost. The group buying motivations include personal motivation and social motivation. This research tool is based on the questionnaire survey method. A total of 440 points were collected in the online questionnaire survey, and 438 valid questionnaires were retrieved, with a 99.54% recovery rate of valid questionnaires. The survey was conducted to obtain data analysis through reliability analysis, descriptive statistical analysis, single-factor variation analysis and independent sample t test, and regression analysis was also used to understand its correlation. From the research results, we know: 1. Perceived risk are partly significantly different due to different background sample attributes. 2. The transaction cost is partly significantly different due to different personal sample variables. 3. Group buying motivation is partly significantly different due to different personal sample variables. 4. Group repurchase intention is significantly different due to different personal sample variables. 5. There are performance risks and search costs that have a positive and significant impact on the intention of regrouping, and transaction costs Group buying intentions have a negative impact. 6. Financial risk and transaction cost have a negative impact on personal motivation, performance 7. Risk risk has a negative impact on social motivation, and transaction cost has a positive impact on social motivation.
