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題名 團購對實體零售的影響
Group-Buying Impact on Brick-and-Mortar Retail
作者 林柔螢
Lin, Jou-Ying
貢獻者 朴星俊
Park, Sungjun (Steven)
林柔螢
Lin, Jou-Ying
關鍵詞 線上團購
實體零售
BOPS（線上購物、實體取貨）
銷售表現
Online group-buying
Brick-and-mortar retail
BOPS
Sales performance
日期 2025
上傳時間 1-Jul-2025 14:56:33 (UTC+8)
摘要 隨著電子商務的發展，許多大型實體零售商紛紛投入線上通路，並整合線下實體門市。面對電商崛起與連鎖超市的競爭，傳統社區型超市應該如何轉型？本研究以臺灣一間導入LINE團購服務與「線上購買、到店取貨」的超市為例，探討線上團購對實體零售超市銷售業績的影響。研究分析2024年6月與7月共1,600筆交易數據，並運用t檢定進行統計分析。結果顯示，包含團購商品的交易在總銷售金額上顯著較高，但非團購商品的銷售金額相對較低；然而交易時間對整體銷售績效則無顯著影響。進一步分析指出，團購商品的銷售金額雖高，但銷售數量相對較少。本研究將線上團購的討論擴展至實體零售的情境中，為傳統超市在數位轉型策略上提供實證參考。
With the development of electronic commerce, major physical retailers have delved into online stores and integrated offline stores. How should traditional local supermarkets transform while facing the rise of e-commerce and leading supermarket chains? This study investigates the impact of online group-buying on the sales performance of brick-and-mortar supermarkets, using transaction data from a supermarket in Kaohsiung, Taiwan that adopted a LINE group-buying service and "Buy-Online, Pick-Up-In-Store" (BOPS) model. Analyzing 1,600 receipts from June and July 2024 through t-tests, the study found that transactions containing group-buying items have significantly higher total sales revenue, but sales revenue of non-group-buying items is relatively lower. Transaction time did not significantly affect overall sales performance. Further analysis revealed that group-buying items had higher sales value but lower quantity sold. This study extends online group-buying research into the offline retail environment, offering empirical insights for traditional supermarkets to develop effective digital transformation strategies.
參考文獻 朱翔之（2016），行動商務發展策略之個案分析: 以 GOMAJI 為例，未出版碩士論文，國立政治大學企業管理研究所，台灣台北。 陳致堯 （2021），超商團購之研究，未出版碩士論文，臺灣師範大學全球經營與策略研究所，台灣台北。 謝于萍 （2014），台灣團購網站之研究與探討，未出版碩士論文，國立暨南國際大學資訊管理學系學位，台灣南投。 FamilyMart全家企業（2021年8月13日），2021年全家便利商店股份有限公司股東會暨董事改選新聞稿。https://www.family.com.tw/Web_EnterPrise/page/NewsContent.aspx?ID=741 FamilyMart全家企業（2023年1月9日），2022年12月全家便利商店股份有限公司合併營收新聞稿。https://www.family.com.tw/web_enterprise/page/NewsContent.aspx?ID=804 Anand, K. S., & Aron, R. (2003). Group buying on the web: A comparison of price-discovery mechanisms. Management Science, 49(11), 1546-1562. https://doi.org/10.1287/mnsc.49.11.1546.20582 Ansari, A., Mela, C. F., & Neslin, S. A. (2008). Customer channel migration. Journal of marketing research, 45(1), 60-76. https://doi.org/10.1509/jmkr.45.1.060 Bell, D. R., Gallino, S., & Moreno, A. (2014). How to win in an omnichannel world. MIT Sloan Management Review. 56(1), 45-53. Castellari, E., Cotti, C., Gordanier, J., & Ozturk, O. (2017). Does the timing of food stamp distribution matter? A panel‐data analysis of monthly purchasing patterns of US households. Health Economics, 26(11), 1380-1393. https://doi.org/10.1002/hec.3428 Chen, C. P. (2012). Online group buying behavior in CC2B e-commerce: Understanding consumer motivations. Journal of Internet Commerce, 11(3), 254-270. https://doi.org/10.1080/15332861.2012.729465 Chen, J., Chen, X., & Song, X. (2007). Comparison of the group-buying auction and the fixed pricing mechanism. Decision Support Systems, 43(2), 445-459. https://doi.org/10.1016/j.dss.2006.11.002 Cheng, H.-H., & Huang, S.-W. (2013). Exploring antecedents and consequence of online group-buying intention: An extended perspective on theory of planned behavior. International Journal of Information Management, 33(1), 185-198. https://doi.org/10.1016/j.ijinfomgt.2012.09.003 Erdoğmus, I. E., & Cicek, M. (2011). Online group buying: what is there for the consumers?. Procedia-Social and Behavioral Sciences, 24, 308-316. https://doi.org/10.1016/j.sbspro.2011.09.138 Gallino, S., & Moreno, A. (2014). Integration of online and offline channels in retail: The impact of sharing reliable inventory availability information. Management Science, 60(6), 1434-1451. https://doi.org/10.1287/mnsc.2014.1951 Garcia, J. M., Freire, O. B. D. L., Santos, E. B. A., & Andrade, J. (2020). Factors affecting satisfaction and loyalty to online group buying. Revista de Gestão, 27(3), 211-228. https://doi.org/10.1108/REGE-02-2018-0037 Gordijn, J., & Akkermans, H. (2001). Designing and evaluating e-business models. IEEE intelligent Systems, 16(04), 11-17. 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. https://doi.org/10.1080/07421222.2001.11045687 Kauffman, R. J., & Wang, B. (2002). Bid together, buy together: On the efficacy of group-buying business models in Internet-based selling. Handbook of electronic commerce in business and society, 99-137. Kim, E., Park, M. C., & Lee, J. (2017). Determinants of the intention to use Buy-Online, Pickup In-Store (BOPS): The moderating effects of situational factors and product type. Telematics and Informatics, 34(8), 1721-1735. https://doi.org/10.1016/j.tele.2017.08.006 Liao, S. H., Chu, P. H., Chen, Y. J., & Chang, C. C. (2012). Mining customer knowledge for exploring online group buying behavior. Expert Systems with Applications, 39(3), 3708-3716. https://doi.org/10.1016/j.eswa.2011.09.066 Liu, Y., & Sutanto, J. (2012). Buyers’ purchasing time and herd behavior on deal-of-the-day group-buying websites. Electronic Markets, 22, 83-93. https://doi.org/10.1007/s12525-012-0085-3 Liu, Y., & Sutanto, J. (2015). Online group-buying: literature review and directions for future research. ACM SIGMIS Database: The DATABASE for Advances in Information Systems, 46(1), 39-59. https://doi.org/10.1145/2747544.2747548 Michelle M. Bergadaà (1990). The role of time in the action of the consumer. Journal of consumer research, 17(3), 289-302. https://doi.org/10.1086/208558 Pi, S. M., Liao, H. L., Liu, S. H., & Lee, I. S. (2011). Factors influencing the behavior of online group-buying in Taiwan. African Journal of Business Management, 5(16), 7120. Song, H. (2011). The group-buying model on the Internet. 2011 2nd International Conference on Artificial Intelligence, Management Science and Electronic Commerce (AIMSEC). https://doi.org/10.1109/AIMSEC.2011.6011451 Sun, P. C., Liu, Y. L., & Luo, J. J. (2010). Perceived risk and trust in online group buying context. In 2010 3rd International Conference on Information Management, Innovation Management and Industrial Engineering (Vol. 3, pp. 660-663). IEEE. https://doi.org/10.1109/ICIII.2010.478 Yen, C., & Chang, C. M. (2015). UNITY IS STRENGTH: UNDERSTANDING USERS' GROUP BUYING BEHAVIOR IN TAIWAN FROM A COLLECTIVISM PERSPECTIVE. Journal of Electronic Commerce Research, 16(2), 109.
描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
112363004
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0112363004
資料類型 thesis
dc.contributor.advisor 朴星俊zh_TW
dc.contributor.advisor Park, Sungjun (Steven)en_US
dc.contributor.author (Authors) 林柔螢zh_TW
dc.contributor.author (Authors) Lin, Jou-Yingen_US
dc.creator (作者) 林柔螢zh_TW
dc.creator (作者) Lin, Jou-Yingen_US
dc.date (日期) 2025en_US
dc.date.accessioned 1-Jul-2025 14:56:33 (UTC+8)-
dc.date.available 1-Jul-2025 14:56:33 (UTC+8)-
dc.date.issued (上傳時間) 1-Jul-2025 14:56:33 (UTC+8)-
dc.identifier (Other Identifiers) G0112363004en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/157788-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 112363004zh_TW
dc.description.abstract (摘要) 隨著電子商務的發展，許多大型實體零售商紛紛投入線上通路，並整合線下實體門市。面對電商崛起與連鎖超市的競爭，傳統社區型超市應該如何轉型？本研究以臺灣一間導入LINE團購服務與「線上購買、到店取貨」的超市為例，探討線上團購對實體零售超市銷售業績的影響。研究分析2024年6月與7月共1,600筆交易數據，並運用t檢定進行統計分析。結果顯示，包含團購商品的交易在總銷售金額上顯著較高，但非團購商品的銷售金額相對較低；然而交易時間對整體銷售績效則無顯著影響。進一步分析指出，團購商品的銷售金額雖高，但銷售數量相對較少。本研究將線上團購的討論擴展至實體零售的情境中，為傳統超市在數位轉型策略上提供實證參考。zh_TW
dc.description.abstract (摘要) With the development of electronic commerce, major physical retailers have delved into online stores and integrated offline stores. How should traditional local supermarkets transform while facing the rise of e-commerce and leading supermarket chains? This study investigates the impact of online group-buying on the sales performance of brick-and-mortar supermarkets, using transaction data from a supermarket in Kaohsiung, Taiwan that adopted a LINE group-buying service and "Buy-Online, Pick-Up-In-Store" (BOPS) model. Analyzing 1,600 receipts from June and July 2024 through t-tests, the study found that transactions containing group-buying items have significantly higher total sales revenue, but sales revenue of non-group-buying items is relatively lower. Transaction time did not significantly affect overall sales performance. Further analysis revealed that group-buying items had higher sales value but lower quantity sold. This study extends online group-buying research into the offline retail environment, offering empirical insights for traditional supermarkets to develop effective digital transformation strategies.en_US
dc.description.tableofcontents Acknowledgments ii 摘要 iii Abstract iv Chapter 1 – Introduction 1 Chapter 2 – Literature Review 5 2.1 Online Group-Buying 5 Chapter 3–HYPOTHESIS 9 3.1 Influence of Group-buying Behavior on Overall Sales Performance 9 3.2 Influence of Time-of-the-Day on Overall Sales Performance 10 3.3 Influence of Group-Buying Behavior on Different Category Sales Performance 11 Chapter 4–METHODS 13 4.1 Data Collection 13 4.2 Data Processing 13 Chapter 5–Results and Analysis 15 5.1 Analysis of Group-buying Behavior Variable on Total Quantity and Total Sales 15 5.2 Analysis of Group-buying Behavior Variable on Quantity and Sales of Non-Group-Buying Items 16 5.3 Analysis of Time of the Day Variable 18 5.4 Paired T-test Comparisons of Group-buying Behavior Variable 19 Chapter 6–General Discussion 21 6.1 Theoretical Implications 22 6.2 Managerial Implications 23 6.3 Limitations and Future Research 24 References 27zh_TW
dc.format.extent 780189 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0112363004en_US
dc.subject (關鍵詞) 線上團購zh_TW
dc.subject (關鍵詞) 實體零售zh_TW
dc.subject (關鍵詞) BOPS（線上購物、實體取貨）zh_TW
dc.subject (關鍵詞) 銷售表現zh_TW
dc.subject (關鍵詞) Online group-buyingen_US
dc.subject (關鍵詞) Brick-and-mortar retailen_US
dc.subject (關鍵詞) BOPSen_US
dc.subject (關鍵詞) Sales performanceen_US
dc.title (題名) 團購對實體零售的影響zh_TW
dc.title (題名) Group-Buying Impact on Brick-and-Mortar Retailen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 朱翔之（2016），行動商務發展策略之個案分析: 以 GOMAJI 為例，未出版碩士論文，國立政治大學企業管理研究所，台灣台北。 陳致堯 （2021），超商團購之研究，未出版碩士論文，臺灣師範大學全球經營與策略研究所，台灣台北。 謝于萍 （2014），台灣團購網站之研究與探討，未出版碩士論文，國立暨南國際大學資訊管理學系學位，台灣南投。 FamilyMart全家企業（2021年8月13日），2021年全家便利商店股份有限公司股東會暨董事改選新聞稿。https://www.family.com.tw/Web_EnterPrise/page/NewsContent.aspx?ID=741 FamilyMart全家企業（2023年1月9日），2022年12月全家便利商店股份有限公司合併營收新聞稿。https://www.family.com.tw/web_enterprise/page/NewsContent.aspx?ID=804 Anand, K. S., & Aron, R. (2003). Group buying on the web: A comparison of price-discovery mechanisms. Management Science, 49(11), 1546-1562. https://doi.org/10.1287/mnsc.49.11.1546.20582 Ansari, A., Mela, C. F., & Neslin, S. A. (2008). Customer channel migration. Journal of marketing research, 45(1), 60-76. https://doi.org/10.1509/jmkr.45.1.060 Bell, D. R., Gallino, S., & Moreno, A. (2014). How to win in an omnichannel world. MIT Sloan Management Review. 56(1), 45-53. Castellari, E., Cotti, C., Gordanier, J., & Ozturk, O. (2017). Does the timing of food stamp distribution matter? A panel‐data analysis of monthly purchasing patterns of US households. Health Economics, 26(11), 1380-1393. https://doi.org/10.1002/hec.3428 Chen, C. P. (2012). Online group buying behavior in CC2B e-commerce: Understanding consumer motivations. Journal of Internet Commerce, 11(3), 254-270. https://doi.org/10.1080/15332861.2012.729465 Chen, J., Chen, X., & Song, X. (2007). Comparison of the group-buying auction and the fixed pricing mechanism. Decision Support Systems, 43(2), 445-459. https://doi.org/10.1016/j.dss.2006.11.002 Cheng, H.-H., & Huang, S.-W. (2013). Exploring antecedents and consequence of online group-buying intention: An extended perspective on theory of planned behavior. International Journal of Information Management, 33(1), 185-198. https://doi.org/10.1016/j.ijinfomgt.2012.09.003 Erdoğmus, I. E., & Cicek, M. (2011). Online group buying: what is there for the consumers?. Procedia-Social and Behavioral Sciences, 24, 308-316. https://doi.org/10.1016/j.sbspro.2011.09.138 Gallino, S., & Moreno, A. (2014). Integration of online and offline channels in retail: The impact of sharing reliable inventory availability information. Management Science, 60(6), 1434-1451. https://doi.org/10.1287/mnsc.2014.1951 Garcia, J. M., Freire, O. B. D. L., Santos, E. B. A., & Andrade, J. (2020). Factors affecting satisfaction and loyalty to online group buying. Revista de Gestão, 27(3), 211-228. https://doi.org/10.1108/REGE-02-2018-0037 Gordijn, J., & Akkermans, H. (2001). Designing and evaluating e-business models. IEEE intelligent Systems, 16(04), 11-17. 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. https://doi.org/10.1080/07421222.2001.11045687 Kauffman, R. J., & Wang, B. (2002). Bid together, buy together: On the efficacy of group-buying business models in Internet-based selling. Handbook of electronic commerce in business and society, 99-137. Kim, E., Park, M. C., & Lee, J. (2017). Determinants of the intention to use Buy-Online, Pickup In-Store (BOPS): The moderating effects of situational factors and product type. Telematics and Informatics, 34(8), 1721-1735. https://doi.org/10.1016/j.tele.2017.08.006 Liao, S. H., Chu, P. H., Chen, Y. J., & Chang, C. C. (2012). Mining customer knowledge for exploring online group buying behavior. Expert Systems with Applications, 39(3), 3708-3716. https://doi.org/10.1016/j.eswa.2011.09.066 Liu, Y., & Sutanto, J. (2012). Buyers’ purchasing time and herd behavior on deal-of-the-day group-buying websites. Electronic Markets, 22, 83-93. https://doi.org/10.1007/s12525-012-0085-3 Liu, Y., & Sutanto, J. (2015). Online group-buying: literature review and directions for future research. ACM SIGMIS Database: The DATABASE for Advances in Information Systems, 46(1), 39-59. https://doi.org/10.1145/2747544.2747548 Michelle M. Bergadaà (1990). The role of time in the action of the consumer. Journal of consumer research, 17(3), 289-302. https://doi.org/10.1086/208558 Pi, S. M., Liao, H. L., Liu, S. H., & Lee, I. S. (2011). Factors influencing the behavior of online group-buying in Taiwan. African Journal of Business Management, 5(16), 7120. Song, H. (2011). The group-buying model on the Internet. 2011 2nd International Conference on Artificial Intelligence, Management Science and Electronic Commerce (AIMSEC). https://doi.org/10.1109/AIMSEC.2011.6011451 Sun, P. C., Liu, Y. L., & Luo, J. J. (2010). Perceived risk and trust in online group buying context. In 2010 3rd International Conference on Information Management, Innovation Management and Industrial Engineering (Vol. 3, pp. 660-663). IEEE. https://doi.org/10.1109/ICIII.2010.478 Yen, C., & Chang, C. M. (2015). UNITY IS STRENGTH: UNDERSTANDING USERS' GROUP BUYING BEHAVIOR IN TAIWAN FROM A COLLECTIVISM PERSPECTIVE. Journal of Electronic Commerce Research, 16(2), 109.zh_TW