中文摘要：

随着网络团购模式的趋同化发展和用户的缓慢增长，团购网站需要新的突破点来吸引并留住更多的消费者。文章基于S-O—R模型和感官体验的相关理论，构建了团购服务场景对消费者购买意愿的影响机制和边界条件。实证研究表明：团购服务场景中的物理因素和社会因素能够促进消费者产生正向情绪，从而激发消费者的团购意愿，而物理因素和信息交换有助于消费者形成虚拟触觉体验从而产生团购意愿，其中，时间压力在认知状态与团购意愿中起到调节作用。研究结果对于团购运营商利用服务场景吸引并留住消费者有重要的参考价值。

英文摘要：

With the homogenous development of online group-buying mode and the slow growth of subscriber number, group-buying websites need to find a new breakthrough point for attracting and retaining more consumers. Based on the model of SOR and the related theories of sense experience, the paper constructs the influence mechanism and boundary conditions of group-buying sorvicescape on consumers＇purchase intention. The empirical study indicates that physical and social factors in group-buying services cape induce positive emotion to promote group-buying intention, whereas physical factors and information exchange also affect group-buying intention through virtual tactility. Among them, time pressure plays a moderating role in cognitive status and group-buying intention. The research results have an important value for group-buying carrier to attract and retain more consumers through servicescape.