線上團購(online group-buying)是近年來在網路上新興的議題，隨著近年網路的普及與web2.0的發展，網友們頻繁的使用社群網站交流並分享消費訊息，透過線上團購平台，來集結購買人群並參與線上團購活動來取得團購的優惠資格，這樣的消費模式漸漸受到消費者的歡迎。根據資策會在2010年調查台灣網友較常使用的線上購物方式中發現，每個月至少團購一次的網友比例達18.5%，而這樣的消費比例正逐年的遞增，而本研究為了解這樣子的消費現象，因此透過關鍵事件法(Critical Incident Technique；CIT)來探討消費者參與線上團購的動機為何?而在消費者參與線上團購的過程中，又會有什麼樣的因素影響消費者的滿意度?

本研究將線上團購依發起者的不同，分成兩種模式：「消費者為主購」(consumer initiator model)與「非以消費者為主購」(non-consumer initiator model)二種模式，而透過關鍵事件法將所收集的六十份樣本進行事件分類。研究中發現，以消費者為主購的模式下，消費者參與線上團購的動機有五項，而影響滿意度的因素有四項；而在非以消費者為主購的模式下，參與線上團購的動機有四項，而影響消費者滿意度的因素有三項。

In recent years, online group-buying is the latest issue on Internet. With widespread use of internet and development of web 2.0, people share consuming information frequently through the community websites. People gather the purchase quantity to increase the bargaining power in order to get more discounts through the internet. Therefore, online group-buying becomes a popular consuming model. According to the research by Institute of Information Industry (III), 18.5% people purchase online with group at least once per month. Furthermore, the usage of this kind of consuming model is increasing annually. In order to figuring out the consuming phenomenon, this research used Critical Incident Technique (CIT) to study the consumer motivation and satisfaction during the buying process. Based on different initiators, the study divided online group-buying into two models: consumer initiator model and non-consumer initiator model, and used CIT to classify 60 samples. In consumer initiator model, the result indicated that consumers join group-buying online for five motivations, and they are satisfied by four factors. In non-consumer initiator model, the result shows that consumers join group-buying online for four motivations, and they are satisfied by three factors.

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