Evaluation of factors affecting users’ satisfaction with online group buying based on SET

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 structur-al 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 cus-tomers’ pleasure, contentment and delight are the most important factors for Czech customers.