網路集體購物之議價支援系統

Abstract

隨著電子商務之發展，近年來，網路市場上掀起了一陣集體購物的風潮，目的是透過集體購買的力量，提高議價的能力。集體購物不僅能讓消費者以較低的價格買到需要的商品，廠商也可因單次的大量交易而降低溝通與貨物運送之交易成本，對雙方皆有利，因此不僅愈來愈多消費者喜歡集體購物，近年來供應商也傾向主動提供網路集體購物服務。 然而目前市場上對於網路集體購物行為尚無明確的交易機制，消費者只能搜尋網路市場上眾多供應商給定的資訊選擇是否進行交易，而不具有議價空間。如此一來不僅導致搜尋成本提高，消費者對於價格也往往處於被動接受的角色。同時，缺乏集體購物的交易服務，也使得網路集體購物流於買賣雙方的私下交易，此種缺乏公平第三者監視之交易，不僅產生安全之疑慮，也是網路購物課稅之一大漏洞。 有鑑於此，本研究透過文獻理論的蒐集整理與購物網站的實際觀察，為網路集體購物重新定義了一個更完整的購物程序，並歸納各個購物程序中所需支援功能，進而提出了「網路集體購物之議價支援系統」，以改善現行購物平台之不足。該系統依據不同情境，設計了四種議價模式，對目前網路購物環境中所缺乏的議價功能提供了完整的解決方案。透過將本研究之議價系統整合於購物平台中，可形成一個支援消費者從產品搜尋、購物同伴集結、議價到產品購買的完整購物平台，使得集體購物的買賣雙方能夠在安全交易的前提下降低交易成本、提高雙方之獲利，同時也可降低私下交易與課稅之問題，相信對於網路購物之發展將有莫大助益。

With the development of e-commerce, the trend of online group shopping is rising. Online Group shopping not merely makes consumers buy the goods needed at lower price, sellers can reduce the transaction cost because of a single lump trade. Therefore, not only more and more consumers do shopping collectively, suppliers are also inclined to offering the online group shopping service voluntarily in recent years. At present time, there is no definite trade mechanism to the online group shopping activities in the market. As for today’s online shopping platforms, buyers can only decide whether to trade or not, however, they cannot bargain with sellers. The situation not only results in the increasing of searching cost, but also causes the consumers to passively be the price taker. Moreover, the lacking of trade model for group shopping will induce the online grouping shopping activities to go under table. Without a fair third party monitoring, the trade will be under the treat of insecurity, and it will be difficult to impose the online trade taxation. In view of this, this research redefines a more complete shopping process, generalizing each function needed in each shopping process, and then provides a bargaining support system for online group shopping to improve the current shopping platform. The system, designed into four kinds of bargaining model according to different situation, has provided a good solution to the bargaining function for the current online shopping environment. After combining the bargaining support system with the current shopping platform, one complete group shopping platform that supports consumers in product searching, shopping buddy finding, bargaining and purchasing will be formed. Finally all of the buyers and sellers can share the benefits from lower transaction cost under a safe online group shopping platform, also the under table transaction and the taxation problem will be minimized, it is believed to be beneficial for the development of online shopping.