網路團購是近幾年來持續成長的網路購物方式，過去研究中幾乎沒有人探討過團購平台的關係行銷，而多是探討服務品質跟購買意願等面向。本研究主要探討消費者是否會因為網路團購平台的關係行銷影響其知覺風險及再購意願；並探討各構面的彼此關聯性。
本研究透過便利抽樣進行網路問卷的發放，讓曾經有網路團購平台使用經驗的消費者填寫。總共回收473份，去除無效問卷(即未使用過網路團購平台者)82份，總共回收有效問卷為391份。
本研究根據問卷統計分析後發現，網路團購平台可以透過加強結構性結合的行銷方式，針對位於中間年齡層的女性或是已婚的女性、消費次數較多的消費者，提供產品或是服務的相關詳細資訊、多樣化的線上查詢服務、有任何問題可以即時獲得處理、客製化的獨特產品或是服務及折扣與生日優惠券等等。以建立差異化的服務，讓其他業者難以仿效與搶客，來提升消費者再度前來使用並購買的意願。
Online group buying keeps growing in the recent years. There are many studies about quality of service and repurchase intention, but limited studies on relationship marketing for online group buying.
This study examines the influence of customer’s perceived risk and repurchase intention by relationship marketing of online group buying platform and the connection between affecting factors.
The data is collected from Google-docs by convenience sampling through internet. 473 questionnaires are collected. By rejecting 82 responders who haven’t experience of online group buying before, 391 questionnaires are valid.
The statistical results indicate that online group buying platform can establish differentiated service for customer, such as middle-aged or married women, and more frequent consumers, through strengthening structural bonding relationship marketing to enhancing customer’s willingness to join and purchase again and avoiding competitors’ imitation. In this study, structural bonding relationship marketing includes detail information providing, diversified online searching service, immediate problem solving, customized products, discount, birthday coupon, etc.
