Abstract
In recent years, online group-buying is the latest issue on Internet. With widespread use of internet and development of web 2.0, people share consuming information frequently through the community websites. People gather the purchase quantity to increase the bargaining power in order to get more discounts through the internet. Therefore, online group-buying becomes a popular consuming model. According to the research by Institute of Information Industry (III), 18.5% people purchase online with group at least once per month. Furthermore, the usage of this kind of consuming model is increasing annually. In order to figuring out the consuming phenomenon, this research used Critical Incident Technique (CIT) to study the consumer motivation and satisfaction during the buying process. Based on different initiators, the study divided online group-buying into two models: consumer initiator model and non-consumer initiator model, and used CIT to classify 60 samples. In consumer initiator model, the result indicated that consumers join group-buying online for five motivations, and they are satisfied by four factors. In non-consumer initiator model, the result shows that consumers join group-buying online for four motivations, and they are satisfied by three factors.