由於網際網路的興起，使得網路人口的快速增加，但根據Sismeiro & Bucklin(2004)的調查顯示有超過75%的網路使用者會透過網路蒐集產品資訊與比較價格，卻有超過65%的使用者卻從來不在網路上購物，在經濟不景氣的時代，使用者為了獲得較低價格的商品，集體進行採購，以提高議價能力，因此發展出一種嶄新的服務模式---「團購網站」。
線上團購(online group buying)以網站品質更是團購網站的主要利器，雖然團購網路服務的形式不同於傳統線上購物服務，但以團購網站提供的服務競爭力來評估，網站品質仍是不可或缺的核心競爭力，因此網站品質會影響網站的成敗，也會影響使用者對於網站的認知信念，因此，如何透過團購網站豐富的訊息傳遞，提升使用者的網路購買，為本研究最主要的目的。
本研究以理性行為理論與科技接受模式，發展出研究架構，建構一個團購網站訊息的完整傳遞模式，探討團購網站如何透過網路廣告的溝通效果強化，影響其購買意圖。透過結構方程模式分析影響使用者使用線上團購之因素，如何影響使用者的行為，以符合團購網站使用者真正的需求，讓團購網站有更多使用者接受並使用，實證結果發現：
1.社群主觀規範對行為意圖有正向影響關係。
2.使用態度對消費者行為意圖有正向影響關係。
3.網站品質對消費者行為意圖沒有正向影響關係。

The rise of the Internet has caused a rapid increase in online population. However, Sismeiro & Bucklin (2004) survey have shown that more than 75% of Internet users gather product information and compare prices on the Internet, but more than 65% of the users have never done online shopping actually. Due to the economic depression, users choose collective procurement to obtain lower prices and to enhance bargaining power. Therefore, a new service model has been developed：The “Group-buying website”.
Online group-buying depends on the quality of the website. Although the group-buying service is different from the traditional online shopping service, while evaluating the competitiveness provided by Group-buying website, the website quality have proved to be the core competency. As a result, the quality will resolve the success or failure of the website and will also affect the users’ cognitive beliefs in it. Therefore, how to increase the users’ online purchase though a wealth of information transferring on the Group-buying website is the main subject of this research.
This research combined with TRA and TAM (Technology Acceptance Model) to develop a research framework and construct a complete transmission model of Group-buying website messages, to understand how the Group-buying website reinforced and affected the consumers’ purchasing intentions through the communication effect of the advertisement. To meet the true demands of group-buying users, this research utilized structure equation modeling to analyze the reasons for people accepting online group-buying, and how they affected users’ behavior. Moreover, to make the group-buying website be accepted and used by more users.The empirical results show that:
1.Community subjective norm has obvious influences on behavior intention.
2.Consumer attitude has obvious influences on behavior intention.
3.Web site quality has not obvious influences on behavior intention.

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