網路集殺就是網路集體殺價的意思，透過網路集結消費者，只要湊足目標人數就可以打破市場行情的最低價格購買集殺商品。集體殺價不僅可以讓消費者低價購買商品，對賣家來說也可在短時間內確定商品需求數量，減低存貨成本。

本研究主要探討網路知覺風險、折扣數及下標人數等變數對消費者參與集殺態度的影響。由於網路集殺實質運作上，折扣數的多寡取決於下標人數的多寡，而為了檢視折扣數與下標人數對消費者的各別影響效果，因此本研究細分為兩研究進行，研究一主要探討網路知覺風險與折扣數對消費者參與態度的影響，研究二則著重在下標人數對消費者參與態度的影響，研究結果如下所示:

1.網路知覺風險低的受測者對於參與網路集殺持較正面的態度。

2.當折扣數到達對低折扣-75折時，消費者參與網路集殺的態度反應較好。

3.對於網路知覺風險高的受測者而言，知覺風險對於態度所帶來的負面影響將隨著折扣數的降低而減低。

4.由於網路知覺風險低的受測者較可能在網路上購物，因此下標人數對此類受測者而言，是正向、重要且具參考性的訊息。

5.當受測者對於參與網路集殺持較正面的態度時，其購買意願也相對較高。

The purpose of the study is to investigate consumers’ attitude toward the new way of online purchasing—Group Buy-- individual buyers bid on ones own, but bargain as a group. Two studies were carried out to test the hypotheses. Study I focuses on investigating the impacts of online perceived risk, discount level.

A 2 (discount level: high discount vs. low discount) x 2 (perceived risk: high vs. low) factorial design was used. Study II is to examine the effect of number of bidders. A 2 (perceived risk: high vs. low) x 2 (number of bidders: high vs. low) factorial design was used.

The results are as following.

First, respondents with low online perceived risk would generate more positive attitude toward engaging in Group Buy, compared to high online perceived risk respondents.

Second, when the Group Buy price has reached its maximum discount--25% off (in Study I)--, respondent would be more willing to engage in it.

Third, for respondents with high online perceived risk, the impact of online perceived risk would be lessen when the discount increase.

Fourth, number of bidders is positive influential information for respondents with low online perceived risk, who is more likely to shop online. Finally, respondents who possess more positive attitudes toward engaging in Group Buy will also have greater purchase intention.

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