在後疫情時代，社群團購逐漸成為消費者日常的購物模式，以「團媽」為代表的消費者主導型社群快速興起，帶動「社群化」購物氛圍的形成。同時，許多零售業者亦看準此趨勢，透過 「虛實整合」的方式建立企業主導的社群團購機制。面對多元的團購經營樣貌，如何透過貼文設計喚起群組成員的群體感，進而提升購買意圖，成為團購經營者關注的重要議題。
本研究聚焦於社群團購貼文情境，採用實驗設計法，分別探討代名詞使用（我們vs.你）與社會線索（存在vs.不存在）對群體感及購買意圖之影響，並進一步驗證社群類型（消費者vs.企業）其調節效果。
研究結果顯示，社群團購貼文使用代名詞「我們」相較於使用「你」更能有效喚起群組成員的群體感，並透過群體感進而提升消費者的購買意圖。此外，在消費者主導的社群中，「我們」對群體感的正向影響更為顯著；然而，社群團購貼文的社會線索操弄，對群體感及購買意圖未有顯著效果。
本研究針對過往社群團購文獻中對語言設計與消費者心理反應之間關係探討的不足，驗證代名詞使用對群體感與購買意圖之心理影響歷程，並突顯社群類型在代名詞使用與群體感之間的調節角色。研究結果不僅為團購經營者提供貼文設計與社群溝通策略上的實務建議，亦有助於提升消費者的群體感與購買行為，進而強化社群經營的整體效益。

In the post-pandemic era, community group buying has gradually become a routine shopping model for consumers. Consumer-initiated communities, represented by “group leaders” (commonly referred to as tuan ma), have rapidly emerged, fostering a more socially oriented shopping atmosphere. At the same time, many retail companies have recognized this trend and adopted “online-offline integration” strategies to establish company-initiated community group buying mechanisms. Given the diverse landscape of group buying operations, how to foster a sense of We-ness among group members through post design—thereby enhancing purchase intention—has become a key issue for group-buying organizers.
This study focuses on the context of community group buying posts and adopts an experimental design to examine the effects of pronoun usage (“we” vs. “you”) and social cues (present vs. absent) on group identity and purchase intention. It further investigates whether community type (consumer-initiated vs. company-initiated) moderates these effects.
The results show that using “we” in community group-buying posts more effectively fosters We-ness than “you,” which in turn boosts purchase intention. This effect is stronger in consumer-initiated communities. However, social cues in the posts had no significant impact on We-ness and purchase intention.
This research addresses a gap in prior community group buying literature by exploring the psychological mechanisms linking language design and consumer responses. It validates the influence of pronoun usage on We-ness and purchase intention and highlights the moderating role of community type in this relationship. The findings offer practical implications for group-buying practitioners in designing effective post content and community communication strategies, helping to foster stronger We-ness and drive purchasing behavior—ultimately enhancing the overall effectiveness of community operations.

論文審定書 i
致謝 ii
摘要 iii
Abstract iv
第一章 緒論 1
第一節 研究背景與研究動機 1
第二節 研究目的與問題 4
第三節 研究流程 6
第二章 文獻探討 7
第一節 社群團購 7
第二節 代名詞使用 9
第三節 社會線索 11
第四節 群體感 12
第五節 社群類型 13
第三章 研究架構與假說推論 15
第一節 研究架構 15
第二節 研究假說 16
第三節 研究方法 21
第四節 前測 21
第五節 正式實驗 23
第四章 實驗結果與分析 26
第一節 敘述性統計 26
第二節 信度分析 29
第三節 操弄性檢驗 30
第四節 研究假說驗證 31
第五節 假說驗證結果總覽 39
第五章 研究結論與意涵 40
第一節 研究結論 40
第二節 理論意涵 41
第三節 實務意涵 43
第四節 研究限制 44
第五節 未來研究方向與建議 46
參考文獻 48
附錄 58
附錄ㄧ 前測問卷 58
附錄二 正式問卷 60
附錄三 正式實驗貼文設計 63

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