隨著近年來網路普及化，使用網路團購的人口有明顯的增加。網路所帶來的便利性，使各式各樣商品購物的競爭通路面臨前所未有的挑戰與環境之變化。因此經營者紛紛從實體行銷通路擴充到網路行銷模式。
網路商店的蓬勃發展與多樣性的行銷方式，吸引消費者參與網路團購的比例日漸增加，消費者的消費習慣產生轉移變化，探討影響消費者參與網路團購之因素是否有所變化與關聯性成為本研究的重點。
本研究以透過文獻歸納與問卷統計的方式，探討商店因素與消費者因素對於影響消費者進行網路團購消費行為的接受態度以及購買意願是否有正面相關聯性，並在透過衝動性干擾因素的影響之下，對於消費者在網路團購消費行為及購買意願有相關程度的影響。
本研究結果發現，消費者在商店因素的品牌形象、產品特性、促銷活動、售後服務對於網站團購商品的接受態度都有正向相關之影響程度，且消費者在消費者因素的知覺價值、品牌忠誠度、口碑傳播對於網站團購商品的接受態度都有正向相關之影響程度。雖然消費者在消費者因素的知覺風險對於網站團購商品的接受態度沒有正向相關之影響程度，但整體而言顯示消費者在網站團購商品的接受態度對於網站團購商品的購買意願都有正向相關之影響程度。最後，消費者在網站團購商品的接受態度上受到衝動性特質的干擾因素影響下，對於網站團購商品的購買意願仍有正向相關影響程度。

As the Internet becomes more common, the online group purchasing consumers are apparently increasing. The Internet’s convenience caused a variety of online stores and channels are facing the whole new challenge of a quick change of the business environment. Therefore, it also caused the conventional market to expand and move toward to the online market.
The rapidly developing and various marketing methods of online stores attract the consumers to join the online group purchasing more each day. The consumer purchasing habits are changing. Therefore, this study is to discuss the impact factors of consumer online group purchasing and analyze the relevant factors to explore if there is any positive feedback.
This study uses literature induction and questionnaire to discuss how the online store’s factors and consumer’s factors influence the consumer’s online purchasing behavior, what would the consumer’s acceptance attitude and purchasing intention be, and how these factors are related. Furthermore, when it involves the impulsive disturbing factors, does this cause any impact to the consumer’s behavior and purchasing intention to the online group purchasing.
The result found out that the consumer behavior has positive impacts to brand image, product characteristics, sales promotion and after sales service. The consumer’s online group purchasing acceptance attitude also has the positive impacts to the perceived value, brand loyalty and words of mouth. Although perceived value to the acceptance attitude has no positive impact, overall results are shown that consumer to online group purchasing acceptance attitude and purchasing intention have positive feedback. The consumer online group purchasing acceptance attitude has been influenced by the impulsive trait and still there is a positive impact.

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