隨著電子商務的發展，許多大型實體零售商紛紛投入線上通路，並整合線下實體門市。面對電商崛起與連鎖超市的競爭，傳統社區型超市應該如何轉型？本研究以臺灣一間導入LINE團購服務與「線上購買、到店取貨」的超市為例，探討線上團購對實體零售超市銷售業績的影響。研究分析2024年6月與7月共1,600筆交易數據，並運用t檢定進行統計分析。結果顯示，包含團購商品的交易在總銷售金額上顯著較高，但非團購商品的銷售金額相對較低；然而交易時間對整體銷售績效則無顯著影響。進一步分析指出，團購商品的銷售金額雖高，但銷售數量相對較少。本研究將線上團購的討論擴展至實體零售的情境中，為傳統超市在數位轉型策略上提供實證參考。

With the development of electronic commerce, major physical retailers have delved into online stores and integrated offline stores. How should traditional local supermarkets transform while facing the rise of e-commerce and leading supermarket chains? This study investigates the impact of online group-buying on the sales performance of brick-and-mortar supermarkets, using transaction data from a supermarket in Kaohsiung, Taiwan that adopted a LINE group-buying service and "Buy-Online, Pick-Up-In-Store" (BOPS) model. Analyzing 1,600 receipts from June and July 2024 through t-tests, the study found that transactions containing group-buying items have significantly higher total sales revenue, but sales revenue of non-group-buying items is relatively lower. Transaction time did not significantly affect overall sales performance. Further analysis revealed that group-buying items had higher sales value but lower quantity sold. This study extends online group-buying research into the offline retail environment, offering empirical insights for traditional supermarkets to develop effective digital transformation strategies.

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