The Effect of Trust and Price on Satisfaction and Intention to Online Group Buying

Abstract

Online group buying, could be a framework that gives daily discounts for different administrations and items, be a system of showcasing at the intersection of advancement and estimating that had pulled in the consideration of both specialists and the scholarly community. The aim of this study is to provide a theoretical model to inspect the intention of online group buying and customer satisfaction by considering the variables of trust and price. The essential reason for this choice is that this method gives a win-win circumstance for system shareholders, companies, and customers. This model was tested using data collected from 252 consumers of a group buying website in Iran called Takhfifan website using AMOS24 and SPSS24 software. The results show that the variables are significantly related to each other, in fact, the price has a great impact on website satisfaction and purchase intention. After that, trust affects the satisfaction and intention to buy; and as expected, price is the most important variable in the customer acquisition debate.