Abstract
This study mainly investigates the relationships among consumer personality, customer satisfaction and repurchase intention. The present study collects 333 consumers of the online group buying to empirically investigate the relationships among consumer personality, consumer satisfaction and repurchase intention and examines the moderating effect of generation. By manipulating structural equation modeling (SEM), the research results indicate that customer satisfaction serves as a mediating effect between consumer personality and repurchase intention. The other findings specify the substantial moderating effect of generation in the relationships among consumer personality, customer satisfaction, and repurchase intention.
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