To Örebro University

This contribution focuses on the customers' satisfaction with online group-buying purchases on the South Korean market. The aim of the contribution is to identify a model of consumers' satisfaction and followed consumers' loyalty in regards to the theory of Expectation - Confirmation Model. This model is expanded with the factor of consumer trust. The factors leading to consumers' repurchases intention are determined. The main focus of research within this contribution 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 do not hesitate to use online media in their lives. The proposed 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 factors for South Korean customers from Generation Y.