Comparison of the factors affecting customers’ satisfaction with online group buying in the Czech Republic and Canada

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JEL classification

• Marketing
• Advertising

Keywords

Online group buying, satisfaction, social exchange theory, structural equation modelling

Abstract

The topic of this paper is the comparison of the factors that affect customers’ satisfaction with online group-buying purchases in the Czech Republic and Canada. The social exchange theory was adopted to identify these factors, which include reciprocity, reputation, trust and the vendor’s creativity in the purchase. The aim of this paper was to identify the factors affecting customers’ satisfaction with online group-buying websites in Canada and to compare the results with the results of Czech customers. Overall satisfaction was considered as one of the predictors of customers’ repurchase intention in this paper. The proposed model of the relations between determinants was tested using the method of structural equation modelling. The analysed data were collected in primary research, namely an online questionnaire. The results confirm that the vendor’s creativity and trust are the most important factors for Canadian customers, and the same applies to Czech customers, whilst reputation and reciprocity are not important factors of satisfaction for the customers from either country. The discussion of the results and the managerial implications are also included in this paper.