Factors affecting Generation Y Customers' Satisfaction with Online Group-Buying Purchases in South Korea

This paper focuses on the customers' satisfaction with online group-buying purchases on the South Korean market. The aim of the paper is to examine a model of Generation Y consumers' satisfaction and the repeat purchase intention applying the theory of Expectation - Confirmation Model and DeLone and McLean IS success model expanded with the customers' trust. The data were obtained through an online survey All online G-B users from Generation Y in South Korea created the population. The structure of respondents was controlled with variables gender, age and frequency of online G-B purchases. The aspects leading to consumers' repeat purchase intention are determined. The main focus of research within the paper is based on the perceived value of customers' interactions across the online group buying, website's quality, trust, customers' satisfaction and repeat purchase intention. This research is focused on online shopping behaviour of members of Generation Y that use online media in their lives frequently each day. The designed model of relations between determinants was tested by applying the method of Structural Equation Modelling. The results confirm that perceived value and website's quality are the important aspects for South Korean customers from Generation Y to repeat purchase in online group-buying.