線上合購模式為現今熱門的線上購物模式之一，然而以往合購文獻僅假設價格為消費者參與合購之唯一動機，鮮少深入探討消費者參與合購所獲得之其它利益，與消費者最終追求之價值，因此本研究以「方法目的鏈」理論為基礎，透過「階梯訪談法」，深入訪談參與BBS合購之消費者，了解消費者合購行為背後的價值認知結構，並將消費者區分為主購與團員兩群，分析其價值認知結構之異同，以完整了解消費者選擇合購的背後動機，提供廠商擬定行銷策略的方向與建議。
　　本研究之訪談結果，經內容分析法分類後，繪製成「階層價值圖」(HVM)，研究結果顯示出，消費者參與合購的主要屬性─結果─價值連結路徑包括：「省錢」、「省時省力─時間運用」、「降低風險」、「他人開心」、「嘗試新事物」，歸納出消費者參與合購可獲得之主要利益，除了以往文獻提及之價格利益外，尚包含便利利益、降低風險利益、人際關係利益、體驗利益，而最終滿足的消費者個人價值層面，則有享樂價值、成就價值、安全價值與情感價值。主購與團員的價值認知結構相異之處，在於團員是較享樂導向的，因此較重視體驗利益，以滿足最終的享樂價值，而主購是較成就與情感導向的，因此人際關係利益對主購來說較重要，價值則重視成就與情感價值。
　　本研究最後為廠商提供行銷策略的建議，針對一般廠商利用BBS合購方面：(一)推出合購促銷方案、(二)善用口碑行銷、(三)提供獨特且多樣化的商品、(四)與主購建立良好關係。針對合購網站經營者方面：(一)低價保證、(二)商品內容多元化、(三)開闢討論區、(四)促銷推廣策略。

　　Online group-buying schemes have recently been in vogue as part of the innovative online shopping mechanisms. The previous studies all assumed that price benefit was the only reason for consumers to join group buying. These researches didn’t discuss other benefits consumers can acquire and the personal values consumers can achieve from group buying. Therefore, the study aims at exploring the hierarchical relationships of consumers’ group buying behaviors with means-end chain approach and to provide marketing strategy suggestion to the firms. Forty in-depth interviews were conducted with laddering methodology. The respondents all have joined BBS group buying and were divided to two groups(20 heads of co-buying group and 20 members of co-buying group) to compare their different value structures.
　　The results of interviews categorized by content analysis were drawn into hierarchical value maps (HVM). The HVMs reveal that the main ladders of consumers’ group buying behaviors are “money saving”, “time saving”, “risk reduction”, “others’ happiness” and “novelty seeking”. We conclude that in addition to price benefit, the benefits consumers obtain from group buying include “convenient benefit”, “risk-reducing benefit”, “interpersonal benefit” and “experimental benefit”. The final personal values consumers pursue include “hedonism”, “achievement “, “ security” and “affection value”. We compare the difference between the two groups’ value strctures. The members of co-buying group are more hedonism-oriented and emphasize on experimential benefit to satisfy the hedonic value. The heads of co-buying group are more achievement- and affection- oriented. They put more emphasis on interpersonal benefit and tend to achieve the needs for achievement and affection value.
　　In conclusion, we propose some suggestions for firms. For general firms to exploit
BBS group buying model: (1) Introduce group buying sales promotion; (2) Exploit word-of-mouths; (3) Provide unique and various products; (4) Establish great relationship with heads of co-buying group. For group-buying website’s operators: (1) Low price gurantee; (2) Provide various products; (3) Establish online forum; (4) Promotion strategy suggestion.

中文文獻：
１.OBuy網站，網址：http://www.obuy.com.tw
2.So-net一番市場，網址：http://www.ichiban.com.tw/ec/_mall/index.kv
3.Yahoo購物中心，網址：http://buy.yahoo.com.tw
4.批踢踢實業坊，網址：bbs://ptt.cc
5.李佩玲(2000)，「資訊人網路集團領導人-賀元與薛曉嵐的奮鬥過程」，錢雜誌，民89年5月，163卷，頁186-189
6.周嘉宏(2005)，「購物新趨勢-網路合購」，元智大學電子報，http://www.yzu.edu.tw/e_news/389/，民94年12月5日
7.都會賣合購網站，網址：http://www.citymart.com.tw
8.梁靜婷(2000)，「網路列傳(三)-覆傳統挑戰不可能的資迅人」，網路通迅雜誌，民89年3月，104卷，頁112-115
9.陳俊憲(2003)，「線上集體購物模式績效之研究」，國立中山大學資訊管理研究所碩士論文。
10.陳景堯(1999)，「網友一起來，買賣更划算」，天下雜誌，民國88年12月，頁212-214
11.陳禎惠(2000)，「旭聯科技，用心打造全世界最好的網路社區」，能力雜誌民89年1月，527卷，頁58-61
12.陳瀚權(2005a)，「網路合購，網友一窩瘋」，民生報，民94年1月5日，第A05版
13.陳瀚權(2005b)，「網路合購，讓你以批發價血拼」，民生報，民94年1月18日，第A05版
14.楊鎮遠(2005)，「價格資訊對集體購物加入意圖之影響」，國立中山大學資訊管理研究所碩士論文。
15.酷必得網站，網址：http://www.coolbid.com

英文文獻：
1.Anand, K. S., & Aron, R. (2003). Group buying on the web: A comparison of price-discovery mechanisms. Management Science, 49(11), 1546-1562.
2.Armstrong, A. & Hagel, J. (1996). The real value of on-line communities. Harvard Business Review, 74(3), 134-140
3.Baldwin, I. (2000). Mastering the incredible bulk. Kiplinger's Personal Finance, 54, 126-128.
4.Budd, R. W., Thorp, R. K., & Donohew, L. (1967). Content analysis of communications. New York: Macmillan.
5.Carman, J. H. (1978). Values and consumption patterns: A Closed Loop. Advances in Consumer Research, 5(1), 403-407.
6.Chen, J., Chen, X., & Song, X. (2002). Bidder's strategy under group-buying auction on the Internet. IEEE, 32(6), 680-690.
7.Claeys, C., Swinnen, A. & Abeele, P. Vanden (1995). Consumers' means-end chains for "think" and "feel" products. International Journal of Research in Marketing, 12(3), 193-208
8.Crosby, L. A., Bitner, M. J., & Gill, J. D. (1990). Organizational structure of values. Journal of Business Research, 20(2), 123-134.
9.Dodge, J. (2000). Strength in numbers? Inc., 22, 135-136.
10.Durgee, J. F., O'Connor, G. C., & Veryzer, R. W. (1996). Observations: Translating values into product wants. Journal of Advertising Research, 36(6), 90-100.
11.Fowler, G. A. (2002, June 10). Where are they now? Wall Street Journal - Eastern Edition, p. R13.
12.Geistfeld, L. V., Sproles, G. B., & Badenhop, S. B. (1977). The concept and measurement of a hierarchy of product characteristics. Advances in Consumer Research, 4(1), 302-307.
13.Gengler, C. E., & Reynolds, T. J. (1995). Consumer understanding and advertising strategy: Analysis and strategic translation of laddering data. Journal of Advertising Research, 35(4), 19.
14.Goldfarb, L. K., & Stevenson, D. (1999). Aggregation: An anti-aggravation pill for new-millenium consumers. Electricity Journal, 12(6), 78-86.
15.Grunert, K. G., & Grunert, S. C. (1995). Measuring subjective meaning structures by the laddering method: Theoretical considerations and methodological problems. International Journal of Research in Marketing, 12(3), 209-225.
16.Gutman, J. (1982). A means-end chain model based on consumer categorization processes. Journal of Marketing, 46(2), 60-72.
17.Gutman, J. (1991). Exploring the nature of linkages between consequences and values. Journal of Business Research, 22(2), 143-148.
18.Gutman, J. (1997). Means-end chains as goal hierarchies. Psychology & Marketing, 14(6), 545-560.
19.Hofstede, F. t., Audenaert, A., Steenkamp, J.-B. E. M., & Wedel, M. (1998). An investigation into the association pattern technique as a quantitative approach to measuring means-end chains. International Journal of Research in Marketing, 15(1), 37-50.
20.Holbrook, M. B. (1996). Customer value - a framework for analysis and research. Advances in Consumer Research, 23, 138-142.
21.Homer, P. M., & Kahle, L. R. (1988). A structural equation test of the value-attitude-behavior hierarchy. Journal of Personality and Social Psychology, 54(4), 638-646.
22.Kahle, L. R., Beatty, S. E., & Homer, P. (1986). Alternative measurement approaches to consumer values: The List of Values (LOV) and Values and Life Style (VALS). Journal of Consumer Research, 13(3), 405-409.
23.Kahle, L. R., & Kennedy, P. (1989). Using the List of Values(LOV) to understand consumers. Journal of Consumer Marketing, 6(3), 5-12.
24.Kassarjian, H. H. (1977). Content analysis in consumer research. Journal of Consumer Research, 4(1), 8-18.
25.Kauffman, R. J., & Wang, B. (2001). New buyers' arrival under dynamic pricing market microstructure: The case of group-buying discounts on the Internet. Journal of Management Information Systems, 18(2), 157-188.
26.Kolbe, R. H., & Burnett, M. S. (1991). Content-analysis research: An examination of applications with directives for improving research reliability and objectivity. Journal of Consumer Research, 18(2), 243-250.
27.Komando, K. (2000). Playing the numbers. Popular Mechanics, 177, 32-33.
28.Lee, D. Y. (2000). Retail bargaining behaviour of American and Chinese customers. European Journal of Marketing, 34(1/2), 190-206.
29.Li, C., Chawla, S., Rajan, U., & Sycara, K. (2004). Mechanism design for coalition formation and cost sharing in group-buying markets. Electronic Commerce Research and Applications, 3(4), 341-354.
30.McHugh, J. (1999). Consumer collusion! Forbes, 164, 222-223.
31.Nelson, P. (1974). Advertising as information. The Journal of Political Economy, 82(4), 729-754.
32.Olson, J. C. & Reynolds, T. J.(1983), Understanding consumers' cognitive structures: implications for advertising strategy. In Percy, L. & Woodside, A., Advertising and Consumer Psychology (pp. 77-90): Lexington Books
33.Peter, J. P., & Olson, J. C. (1996). Consumer Behavior and Marketing Strategy. Chicago: Irwin.
34.Reichheld, F. F., & Schefter, P. (2000). E-loyalty: Your secret weapon on the web. Harvard Business Review, 78(4), 105-113.
35.Reynolds, T. J., Dethloff, C., & Westberg, S. J. (2001). Advancements in laddering. In T. J. Reynolds & J. C. Olson (Eds.), Understanding consumer decision making: The means-end approach to marketing and advertising strategy (pp. 91-118): Lawrence Erlbaum Associates.
36.Reynolds, T. J., & Gutman, J. (1988). Laddering theory, methods, analysis and interpretation. Journal of Advertising Research, 28(1), 11-31.
37.Rha, J.-Y., & Widdows, R. (2002). The Internet and the consumer: Countervailing power revisited. Prometheus, 20(2), 107-118.
38.Rohm, A. J., & Swaminathan, V. (2004). A typology of online shoppers based on shopping motivations. Journal of Business Research, 57(7), 748-757.
39.Rokeach, M. (1973). The nature of human values. New York: The Free Press.
40.Rothaermel, F. T., & Sugiyama, S. (2001). Virtual internet communities and commercial success: Individual and community-level theory grounded in the atypical case of TimeZone.com. Journal of Management, 27(3), 297-312.
41.Schwartz, S. H. (1994). Are there universal aspects in the structure and contents of human values? Journal of Social Issues, 50(4), 19-45.
42.Seiders, K., Berry, L. L., & Gresham, L. G. (2000). Attention, retailers! How convenient is your convenience strategy? Sloan Management Review, 41(3), 79-90.
43.Valette-Florence, P., & Rapacchi, B. (1991). Improvements in means-end chain analysis: Using graph theory and correspondence analysis. Journal of Advertising Research, 31(1), 30-45.
44.Vinson, D. E., Scott, J. E., & Lamont, L. M. (1977). The role of personal values in marketing and consumer behavior. Journal of Marketing, 41(2), 44-50.
45.Yuan, S.-T., & Lin, Y.-H. (2004). Credit Based Group Negotiation for aggregate sell/buy in e-markets. Electronic Commerce Research and Applications, 3(1), 74-94.
46.Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
47.Zwick, R., & Weg, E. (2000). An experimental study of buyer-seller negotiations: Self-interest versus other-regarding behavior. Advances in Consumer Research, 27(1), 190-195.