本研究所使用之研究方法是採個案研究(Case Study)的方式進行，由於目前台灣的合購網站正在萌芽階段且可供研究之數量過少，因此本研究決定選擇單一個案來做研究，以達成探索這個正在起步的線上合購網站之目的。本研究為暸解線上合購網站市場與經營策略，選擇以A公司為研究對象進行分析，同時透過經濟學之階段式差別定價法分析出具有消費者需求彈性小特徵的商品，很可能較能吸引消費者參與線上合購，最後本研究依照以上深入探討與分析，同時根據所得的結果，於本文最後提出管理意涵。 This research uses the methodology of case study. Since Taiwanese websites specifica1ly for joint purchase are few, this research chooses a single case for study in more detail in order to achieve the exploratory purpose. In order to understand the market and strategies of the websites of joint purchase, this study selects company A as a research subject and finds that goods with lower demand elasticity are more likely to attract consumers to participate the joint purchase. Finally, based on the findings, the managerial implications are also provided.
