Online group buying is a new electronic commerce model launched in America in 2008. From that time on, tens of thousands of group buying websites have spread all over the world with no exception of China. The purpose of this paper is to analyze the online group buying from the view of service quality based on the consumers' perspective. We first give the literature review about the theory of e-service quality dimensions. Then, we suggest a comprehensive conceptual framework to capture the service quality aspects of the virtual service transaction. Next, a five-dimension influence model about group buying service quality is proposed by analyzing these key items mentioned above. As a result, we identify the five dimensions of online group buying. Finally, we give five positive suggestions on improving Chinese online group buying service quality.
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