برآورد کیفیت خدمات در خرید گروهی مبنی بر فیس بوک Evaluation of service quality in facebook-based group-buying

1. Introduction Customer-centric marketing, combined with service innovation from information and communications technology (ICT), has driven the transformation of the e-commerce business model. Online shopping behavior has gradually evolved from the model of purchasing products online into a group-buying model, which was followed closely by the development of WeChat to group-buying on Facebook, forming the so-called social e-commerce (Wang and Hsieh, 2017). Mark Zuckerberg earlier mentioned that the next boom in e-commerce would be social commerce (Ishii, 2017). Today, virtual communities have already deeply impacted the buying decision process of the majority of Internet users. No longer limited by the products themselves, the addition of human factors have made social media into an indispensable bridge for businesses to convert their traffic into cash. The turnover at the WeChat Mall on the WeChat platform has reached RMB 15 billion, for example. Facebook, the most used platform in Taiwan, has 160 fans pages with more than 2 million followers. In this research, social e-commerce is defined as communities that use social media as an extension of their own or third-party trading platforms to get members in social media to shop online. Essentially, the business opportunities derived from the mobilization of friends (including online friends) to make purchases together or the use of social media to share information are all considered to be social e-commerce. We divide social e-commerce into three main categories. The first category consists of e-commerce platforms as social media wherein these platforms combine the features of social media to help users log in using their social media accounts and share the products they like on their own page; this is a type of B2C transaction. The second category consists of social media platforms as e-commerce platforms wherein social media combine the features of e-commerce platforms to use their existing user base and popularity to, aside from selling products related to the social media, encourage users to share the products they like on the website; this is a type of business-to-consumer (B2C) transaction. The third category consists of social media groupbuying, with community pages or groups on social media engage in e-commerce; this is a type of customer-to-customer (C2C) transaction. Among these, social media group-buying is the primary focus of this research. At the core of social media platforms is its social aspect. Most users that engage in social media group-buying do so on social media platforms that are not bona fide e-commerce platforms. They make their purchases through pages. Therefore, given the lack of a logistics and a cash flow management system,