在網路越來越興盛下，網路購物已是一個相當普及的消費模式，網路團購的消費也隨之發展。資策會產業研究所統計2013年網購市場規模將突破5000億元，其中團購券商機在2011年突破了90億元；但是，團購券的消費糾紛也不斷產生。本研究之研究目的為探討使用團購券的使用對於消費者消費前期望與消費後實際感受之間的差異，及此差異對消費者滿意度與其未來再購意願的影響；並將此影響與未使用團購券之消費者期望、滿意度、與再購意願做比較分析。
本研究中所指的「團購券」是消費者到團購網站GOMAJI所購買之餐廳消費券。團購券的數量是限量的，而且會為顧客帶來一定的價格折扣或是不同於菜單的特殊餐點。許多顧客即是因為折扣或特殊餐點而到餐廳嘗鮮。顧客使用團購券消費與未使用團購券消費之間所產生的期望會有所差異，因為是在付出不同價值，且套餐組合也有所差異，因此感受到的評價也會有所差異，進而影響了滿意度與再購意願的差異。本研究即是在探討「團購券使用」如何對消費者的「期望」與「知覺績效」，以及對「顧客滿意度」及「再購意願」產生不同的差異。為了比較期望與知覺績效的差異，本研究以「服務品質」及「產品品質」構面，來衡量消費前期望與消費後感受。
本研究為了能更貼近顧客的期望與消費後的感受，以兩階段方式發放問卷。在消費者用餐前先予以填寫第一階段關於消費前期望的問卷；待用完餐後再發放第二階段關於消費後感受、滿意度及再購意願的問卷。本研究以團購網站GOMAJI在台南市上架的三家餐廳內消費者做為問卷發放對象，問卷共回收了242份，有效問卷236份。
本研究所收集之資料以PLS做分析，研究結果發現：(1)期望對顧客滿意度有顯著的負向影響；(2)知覺績效會正向影響顧客滿意度；(3)期望對知覺績效有正向影響； (4)顧客滿意度對再購意願有顯著影響。團購券使用與否對期望及顧客滿意度間有顯著的影響；團購券使用與否也對知覺績效及顧客滿意度間有顯著的影響。有使用團購券，顧客滿意度會受期望及知覺感受影響較大，但如果顧客感到不如期望其滿意度下降幅度也較大。本研究結果建議，餐廳業者使用團購券增加曝光度與銷售外，除了要符合顧客期望使顧客用餐經驗滿足外，團購券也要有除了價格折扣外的吸引力或產品差異。

Online shopping is the most common consumption way while the use of Internet is getting popular, in which, online group-buying including group-buying vouchers have been developing. In the meantime, complaints regarding the use of group-buying vouchers are raised. Therefore, this study is conducted to examine the effects of the discrepancy between expectancy and performance perceived by the customers who used group-buying voucher at restaurant on consumers’ satisfaction and repurchase intention.

In so doing, three restaurants in Tainan were selected from GOMAJI,a group-buying-voucher-selling website for collecting data. Customers who consumed at the three restaurants were the research participants. The process of data collection included two steps. First, customers were asked to answer the questionnaire about their expectancy before having meals. Second, after having meals, they were asked to complete another questionnaire about their perceived performance, satisfaction, and repurchase intention.

Results of this study showed that: (1) expectancy has a significantly negative effect on consumers’ satisfaction; (2) perceived performance has a significantly positive effect on consumers’ satisfaction; (3) expectancy has a significantly positive effect on perceived performance; (4) consumers’ satisfaction has a significantly positive effect on repurchase intention. The negative effects of expectancy on consumers’ satisfaction tend to be higher for the consumers with the use of group-buying vouchers than those who did not use. This study also found that the influence of perceived performance on consumers’ satisfaction is higher for the consumers with the use of group-buying vouchers than those who did not use.

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蕭文龍 (2013)。統計分析入門與應用：SPSS中文版本+PLS-SEM(SmartPLS)。台北：碁峰資訊股份有限公司。
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