Abstract
Purpose– The purposes of this study are: to investigate the relationship of personal background to online group buying's satisfaction and to establish the relationship between consumer's satisfactions and repurchase intention.Design/methodology/approach– This research used a questionnaire to survey and chose consumers with online group buying experience as research subjects. The study used SPSS statistic software to analyze.Findings– The outcomes of this study are: demographic variables have effects on consumer's online food group-buying satisfaction. Consumer's satisfaction has an effect on repurchase intention.Originality/value– This paper investigates the relationship of personal background to online group buying's satisfaction. It establishes the relationship between consumer's satisfaction and repurchase intention.
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