| Summary: | 碩士 === 國立臺灣科技大學 === 管理學院MBA === 99 === This study extends a detailed investigation into the content of the message board on a B2C group-buying website through content analysis. Based on four characteristics of posted time, purchase intention, message type, and discussion topic, this study reports a complete profile of message boards in B2C online group-buying model and converts these consumer responses into valuable marketing insight. In our research, there are totally 6,822 messages of 33 group-buying activities collected from Groupon Taiwan, the largest B2C group-buying website in Taiwan. The results represent that 89.1% messages are posted on the board before the end of every group-buying activity, which also mainly show the positive purchase intention of “desiring to eat or buy, but yet actually buying it,” the message type of “expressing feeling and opinion neutrally” as well as the discussion topic of “purchase intention or behavior.” After the end of every group-buying activity, another 10.9% messages focus on the negative purchase intention of “asking for or transferring coupon”, the message type of “asking, requesting or seeking for assistance”, and the discussion topic of “coupon requesting or transferring.” Finally, this study suggests several key success factors for platform operators and suppliers to engage in B2C online group-buying business.
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