Factors affecting online group buying intention and satisfaction: A social exchange theory perspective

This study investigates factors that affect consumer continuous use intention toward online group buying and the degree that reciprocity and reputation of social exchange, trust, and vendor creativity affect consumer satisfaction and intention toward online purchasing. Data from 215 valid samples was obtained using an online survey. The research model is assessed using partial least squares (PLS) analysis. The results show that the intention to engage in online group buying is predicted collectively by consumer satisfaction, trust, and seller creativity. Consumer satisfaction with online group buying is predicted primarily by trust, followed by consumer reciprocity. The proposed research model explains 67.7% of variance for satisfaction and 39.7% of variance for intention to engage in online group buying. The results suggest that reciprocity, trust, satisfaction, and seller creativity provide considerable explanatory power for intention to engage in online group buying behavior.

► We model the use experience of online group buying users.
► We examine the applicability of social exchange theory (SET) in online context.
► The results suggest reciprocity, trust, satisfaction, and vendor creativity predict online group buying intention.
► Consumer satisfaction with online group buying was predicted by trust and reciprocity.
► The applicability of SET is attested in online context.