Abstract— The proliferation of Internet leads to the rapidly growth of online business. Consumer-to-Business e-Commerce is getting popular because of Internet recently. Online group-buying is a most representative form of C2B that ignores the limit of distance and raises the power of price negotiation and increases the ability to get better purchase conditions. This study aims to explore the factors that affecting customers’ satisfaction and intention to repurchase of online group-buying with more comprehensive understanding. Through the view of shopping and social network elements of group-buying, this study introduced convenience, price and novelty as shopping elements and community identification as social network element. In order to understand the relationship among these factors and customers’ satisfaction and repurchase intention, the research data collected from 352 experienced participants and examined by structural equation modeling method. The results indicated that three shopping elements have positive effect on satisfaction significantly but only price has significant influence on repurchase intention. Satisfaction has positive impacts on both of community identification and intention to repurchase. However, community identification has no significant influence on repurchase intention. These findings provide several implications for both research and practice in online group-buying behavior.

Index Terms— Community identification, intention to repurchase, online group buying, satisfaction.

Chien-Hsiang Chou and Tzung-I Tang are with National Chengchi University, 64 Zhi-nan Road, Section 2, Wenshan District, Taipei 11605, Taiwan. Tel.: +8860952867853; email: ksoarc@gmail.com 
Yu-Yin Wang is with Nan Kai University of Technology, 568, Zhongzheng Rd., Caotun Township, Nantou County 54243, Taiwan.
Yi-Shun Wang is with National Chunghua University of Education, 2 Shi-Da Road, Changhua 500, Taiwan

Cite: Chien-Hsiang Chou, Yu-Yin Wang, Yi-Shun Wang, Tzung-I Tang, " Exploring the Determinants of Repurchase Behavior in C2B e-Commerce," International Journal of e-Education, e-Business, e-Management and e-Learning vol. 4, no. 4, pp. 271-282, 2014.