Community Groupon: Interaction Makes Customers More Willing to Re-purchase

Abstract

Community Groupon has exhibited sustained growth over the last few years in China. In this article, we investigate critical determinants of repurchase intention in community groupon. This study deploys interaction, interactive environment, key opinion leader (KOL), and flow experience to provide a closer look at repurchase intention in community groupon. The results of the proposed model, tested using regression analysis modeling on a sample of 283 respondents, show that interaction plays a central role in explaining repurchase intention in community groupon. KOL has a significant moderation effect on interactive environment and interaction. Interaction also exhibits a strong relationship with flow experience, which exhibits a significant relationship with repurchase intention in community groupon. Flow experience partially mediates the effects of interaction on repurchase intention. At the end of the article, we put forward practical suggestions for customer maintenance in community groupon.