本研究發現品牌知名度至上，對廠商而言若需以折扣為團購促銷策略，則建議採取微幅折扣方式，因為折扣為一不歸路，一旦推出，顧客將難以原價進行交易。 關鍵詞：折扣幅度；品牌知名度；原價再購意願；知覺價值；價格敏感度 The market value of GROUPON, the world leading group-buying website was over NTD 730 billion in 2010. Group-buying is feverishly popular in 45 countries and the total person-purchase in Taiwan by August, 2010 had exceeded 5 million. The concept of brand awareness defined by Aaker (1996) and Keller (1993) as well as the concept of repurchase intention defined by Kotler (1999) are referenced in this study to discuss the effects of discount depth and brand awareness on customers’ repurchase intention and perceived value in this emerging business model. Price sensitivity is also included in the discussion as a moderator. We applied snowball sampling in this study on the population engaging in group-buying. Four transactional-situation questionnaires were developed according with the manipulation in discount depth and brand awareness. A total of 226 valid questionnaires were collected, the valid ratio is 80%. The data was then analyzed with statistical methods such as hierarchical logistic regression and ANOVA,etc.. The following conclusion was derived from our empirical analysis and discussion: 1.For online group-buying consumers whose perceived value was high, their repurchase intention at the original price would be enhanced. 2. When there was a discount in a food product for online group-buying, consumers didn''t tend to repurchase at the original price and their perceived value decreased. 3. After the brand awareness was increased, the repurchase intention at the original price and the perceived value for group-buying consumers were increased. 4. The effect of discount depth on repurchase intention at the original price for online group-buying consumers would not be moderated by price sensitivity. 5. The repurchase intention at the original price and perceived value were significantly different between groups with different brand awareness. 6. The perceived value for group-buying consumers varied with their position levels and industries they worked in. In this study, we found the brand awareness is the most important thing for group-buying. For companies intend to promote group-buying with a discount strategy, a small discount is recommended because the discount strategy is irreversible. Once a discount is in place, the chance for customers to purchase at the original price is lower.