Verification of trust and customer satisfaction with Czech online group buying applying structural equation modelling

Abstract

The topic of this paper is customers' trust and satisfaction with online group buying. The model of customer satisfaction was designed as a synthesis of the Expectation - Confirmation Model (ECM) and the DeLone & McLean IS Success Model. Reputation and perceived size of the online group buying website, system quality, information quality and service quality were factors analysed in the model. Trust was perceived as a predictor of customers' satisfaction. Data from the questionnaires were analysed using structural equation modelling. It was found that reputation and perceived size of the online group buying website have the most important impact on customers' trust and satisfaction.