Online group purchase (OGB) is a popular e-commerce concept where individuals purchase items at a discounted rate. This approach enhances customer involvement by addressing price sensitivity, social influence, and trust. Therefore, it was crucial to research how online customer review (OCR) affects OGB customers’ inclination to buy. Using social exchange theory, a survey of 448 post-graduation management education students (ages 21–25) was conducted. OCR are linked to perceived effectiveness, structural assurance, and familiarity. However, familiarity was positively correlated with perceived effectiveness and structural assurance, while continuous usage was not. The findings shed light on OGB decision-making and guide firms in enhancing price, trust, and social influence to boost participation.