Comparison of indicators affecting satisfaction with online group-buying purchases of Generation Y customers in the Czech Republic and Canada
Pavlína Pawlasová
The topic of this paper is the comparison of the indicators that affect customer satisfaction with online group-buying purchases in the Czech Republic and Canada. This paper focuses on the consumer behaviour of Generation Y. Social exchange theory was adopted to identify these indicators. Reciprocity, reputation, trust and vendor’s creativity can be included among these indicators. The aim of this paper is to identify the indicators affecting customer satisfaction with online group-buying purchases of Generation Y in Canada and the Czech Republic and compare the results. The method of a structural equation modelling is used. The optimal models in Canada and in the Czech Republic are found. The results confirm that trust is the most important indicator for Canadian customers from Generation Y, the same for Czech customers from Generation Y.
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