近年來，隨著網路購物的便利性日益增加，使得一種新興的電子商務模式快速崛起，網路團購或稱為合購。
網路團購的是藉由網路的力量，集結相同需求的消費者，以大量購買的方式來增加對企業的議價能力。除了網路團購之外，吸引眾多人關注的莫過於社群網站的興起，其中Facebook粉絲團，具有商業運用的潛力，使得許多企業開始透過建立粉絲團來做為行銷工具。故本研究透過結合粉絲團人數、限量團購折價券的行銷方式，及消費者自身的信任傾向是否會對購買意願產生影響，而知覺價值是否在其間扮演中介角色。
本研究設計採用2 (Facebook粉絲團人數: 五千人、五萬人) x 2 (限量團購折價卷: 五百張、一千張) 的實驗矩陣，問卷依此分為4個版本，每一位受試對象會隨機分配到一個實驗組作為操弄。研究樣本為320位，透過my3q網路問卷在愛合購之家族網站內發放問卷，並使用SPSS 20.0 之統計套裝軟體作為資料分析工具。
研究發現，粉絲團人數及限量團購折價券數量分別對購買意願有正向影響；粉絲團人數與限量團購折價券數量對購買意願具有交互效果；而知覺價值對購買意願有正向影響；知覺價值對粉絲團人數與購買意願具有完全中介效果；知覺價值對限量團購折價券數量與購買意願具有完全中介效果。最後，本研究透過了解消費者參與網路團購行為，提供企業未來社群行銷手法之參考。

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