團購網站近年在台灣蓬勃發展，虛擬網路平台與實體業者的結合發展出新的吸金商業模式，提供多樣化的折扣商品是目前台灣團購網站的常態，旅館住宿商品在商品列中佔有一定的比重，然而，全體國人在消費旅館住宿商品時，選擇以團購網站訂購的比例確實還有成長的空間，未來的商機規模仍十分可觀。因此本研究選擇以聯合分析法探討，消費者透過團購網站購買旅館住宿商品時所考量的屬性偏好與組合，以及在不同市場區隔之下屬性偏好與組合的差異，更有鑑於旅館的類型多有不同，因此分成民宿、汽車旅館、休閒度假旅館與都會型商務旅館共四種，再進一步探討消費者團購不同類型的旅館時，考量的偏好組合是否有差異，期許能作為團購網站平台業者上架產品之參考依據。
研究結果發現，消費者在團購不同類型旅館住宿商品時，屬性偏好程度確實有所差異，但最偏好的屬性皆集中於其他消費者評價與團購卷價格兩項，代表消費者並非一味追求低價，而是要求高品質與低價格兼具。在不同的市場區隔下，也大多呈現相同的結果，因此團購網站在上架商品時，除與供應商的議價能力要提高外，更要事先汰選並維持商品的品質，進而獲取消費者對於團購網站的信賴與青睞，再根據消費者對於不同類型旅館住宿商品的偏好差異，設計編排網站的上架順序與資訊，提升銷售量並永續經營。

Group-buying is an Online to Offline business model, and the assortment of accommodation is one of the potential items in the future. This study use conjoint analysis to find out the most important attributes in the minds of consumers, as well as the differences in market segments. Due to the types of hotels are quite different, this study divided the hotels into four. The results show that consumers most care about the prices and the feedbacks of other consumers and it means that consumers pay the same attention on price and quality. In addition, in different market segments showed the same results.
Therefore group-buying sites must be committed to maintaining low price and high quality. Studies also have shown that when consumers buy different types of hotel products, they pay the different degree of attention on product attributes. As result, this study offers the group-buying site the suggestions of designing pages depends on the differences in consumer preferences among different types of hotel accommodation goods to increase sales and be sustainable development.

中華民國交通部觀光局 (2012)，中華民國101年國人旅遊狀況調查。
李青(2008)，「淺談網上團購」，現代商業，第 二OO八 卷 十五期，頁149。
周文賢、李宏達(1992)，「市場調查與行銷策略研擬」，台北：華泰文化事業股
份有限公司，2版。
周文賢、張欽富(2000)，「聯合分析在產品設計之運用」，台北：華泰書局。
財團法人資訊工業策進會(2013)，「電子商務雲端創新與基礎環境建置計畫」。
陳明照(2010)，「預付型商品與消費者保護之研究」，國立臺北大學法律學系研
究所碩士論文。
曾信融(2012)，「以聯合分析法探討量販商自有品牌產品屬性之最佳化組合」，
國立成功大學企業管理研究所碩士論文。
黃應豪（1995），「台灣國際觀光旅館產業經營策略之研究－策略矩陣分析法之
應用」，國立政治大學企業管理研究所碩士論文。
黃俊英(2000)，「多變量分析Multivariate analysis an introduction(第七
版 ) 」，台北市:中國經濟企業研究所.
寧連舉，張瑩瑩(2011)，「團購消費者購買選擇行為偏好及其實證研究-以餐飲
類團購為例」，東北大學學報（社會科學版）。
劉景賢(2000)，「聯合分析法在廠商決策之應用」，國立台灣大學國際企業學系
碩士論文。
潘朝達(1979) ，「旅館管理基本作業」，台北：潘朝達自行出版。
錢大可(2006)，「網路團購模式研究」，商場現代化，第四五五卷，頁36-37。
謝雅鳳(2004)，「數位內容產業之預付方案對消費者購買方案、購買產品及儲值意願之影響」，國立成功大學碩士論文。

Arndt, J.(1967). “Role of Product-Related Conversations in the Diffusion of a New Product”, Journal of Marketing Research, 4(3) pp. 291-295.
Alpert, M.I. (1971). Identification of Determinant Attributes: A Comparison of Models.
Journal of Marketing Research, 8 (3) pp. 184-191.
Anand, K. S. & R. Aron (2003), “Group Buying on the Web: A Comparison of Price-Discovery Mechanisms.” Management Science, 49(11) pp.1546-1562.
Brock, Timothy C.(1968), “Implications of Commodity Theory for Value Change”, in A. G. Greenwald, T. C. Brock and T. M. Ostrom, eds. Psychological Foundation of Attitudes, p.243, New York Academic Press.
Cattin,P. & Wittink, D.R.(1982). “Commercial Use of Conjoint Analysis: A Survey”, Journal of Marketing,46(3) pp.44-53.
Chiou, J. S. & Cheng, C.(2003), “Should a Company Have Message Boards on Its Web Sites?”, Journal of Interactive Marketing, 17(3) pp.50-61
Della, B.J., K. Albert, B. Monroe & John M. McGinnis, J.M.(1981), “Consumer Perceptions of Comparative Price Advertisements.” Journal of Marketing Research, 18(1) pp.416-27.
Dodge, J. (2000), “Strength in Numbers? A Look at What Group-Buying Sites Have to Offer
Consumers in Search of Computer Gear.” ,Inc. Magazine 3: pp. 135-136.
Green, P. E., & Srinivasan, V. (1978), “Conjoint Analysis in Consumer Research: Issues and Outlook.”, Journal of Consumer Research, 5(2), pp.103-123.
Hair, J., Anderson, R., Tatham, R. & Black, W.(2008),Multivariate Data Analysis(5th ed.),NJ: Prentice-Hall.
Inman, J. Jeffrey, Anil C. Peter & Priya Raghubir (1997), “Framing the Deal: The
Role of Restrictions in Accentuating Deal Value,” Journal of Consumer Research,
24(1) p.68.
Kotler Etal (1997). “Marketing Management-an Asian perspective.” Prentice Hall.
Keiningham, T. L., Aksoy, L., Cooil, B., Andreassen, T. W.(2008). “Net Promoter, Recommendations, and Business Performance: A Clarification on Morgan and Rego”, Marketing Science, 27(3) pp.531-532.
Lessne, Greg J. & Elaine M. Notarantonio (1988), “The Effect of Limits in Retail
Advertisements: A Reactance Theory Perspective,’’ Psychology and Marketing, 5(Spring), p.33.
O’Keefe, R.M., McEachern, T. (1998),“Web-based customer decision support systems,”
CACM, 41(3) Mar.
Olson, J. C., & Reynolds, T. J. (2001). The Means-end Approach to Understanding
Consumer Decision Making, Understanding Consumer Decision Making: The
Means-end Approach to Marketing and Advertising Strategy. Lawrence Erlbaum Associates, publishers.
Payne, John W. (1976), "Task Complexity and Contingent Processing in Decision
Making: An Information Search and Protocol Analysis," Organizational
Behavior and Human Performance, 16 (2), pp.366-87.
Peter, J.P., Olson, J.C. (1993), "Consumer Behavior and Marketing Strategy",IRWIN.
Richardson, P. S., Dick, A. S., & Jain, A. K. (1994). Extrinsic and intrinsic cue effects on
perceptions of store brand quality. Journal of Marketing, 58, pp.28-36.
Raghubir, P. & C. Kim(1999), “When Do Price Promotion Affect Pretrial Brand Evaluations? ”Journal of Consumer Research, 36(2) pp.211-22.
Stanton, William J. & Etzel, Michael J. (1991), “Fundamentals of Marketing (9th ed.) ”, New York, NY: McGraw-Hill.
Tsvetovat, M., Sycara, K., Chen, Y., & Ying, J.(2000), “Customer Coalitions in the Electronic Marketplace”, Proceedings of the 3rd Workshop on Agent Mediated Electronic Commerce （AMEC）,pp. 263-264.
Wilson, W. R. & Peterson, R. E.(1989), “Some Limits on the Potency of Word-Of-Mouth Information”, Advances in Consumer Research, 16(1) pp.23-29