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Based on self-regulation mechanism, this study integrates the perspectives of expectation–confirmation model, fairness, service quality, and commitment to develop a theoretical model to examine the antecedents of customer loyalty in online group-buying. Data collected from 191 customers of Groupon were used to test the proposed model. The results show that affective commitment and satisfaction are the key predictors of customer loyalty, while calculative commitment exerts a significant effect on affective commitment. The results also reveal that satisfaction have a positive effect on calculative commitment and affective commitment, whereas confirmation of procedural fairness and confirmation of price fairness affect satisfaction significantly. On the other hand, the results show that environment quality and outcome quality influence confirmation of procedural fairness significantly. Finally, outcome quality exerts a positive effect on confirmation of price fairness. The implications for theory and practice and suggestions for future research are also discussed.

Determinants of customer loyalty in online group-buying: the self-regulation mechanism