Abstract
The topic of this paper is the evaluation of the factors that affect users’ satisfaction with online group buying. Social exchange theory was used to identify these factors. Reciprocity, reputation and trust, proposed by social exchange theory, and vendors’ creativity and customers’ satisfaction with the purchase can be included among these factors. The aim of this paper is to evaluate the factors affecting customer satisfaction with online group buying and to validate the proposed factor model in the conditions of the Czech Republic. The method of structural equation modelling is used to evaluate the factors and validate the model. It is found that the proposed model is not optimal in the Czech conditions. The results confirm that trust, vendors’ innovations and creativity and customers’ pleasure, contentment and delight are the most important factors for Czech customers.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Ekonomická revue - Central European Review of Economic Issues
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
