platform of social media (Constantinides, Romero, & Boria, 2008), how to measure the service quality of social shopping website is a critical issue (Wu, Shen, & Chang, 2015). Service quality perceived by customers derives from comparisons of their expectations with their perceptions of the real service performance (Parasuraman, Zeithaml, & Berry, 1985). Shih (2004) pointed out that when consumers initially access websites to look for products or services, the perception of service quality (e.g., delivery timing, ease of returning merchandise, ease of payment, and protection of privacy) may encourage or discourage them from making a purchase through the Internet. In addition, Ahn, Ryu, and Han (2007) also proposed that service quality plays a crucial role in e-shopping as it is able to provide all the services (e.g., finding, ordering, and delivering the products) in the purchasing process. Thus, excellent service quality is critically important for because online consumers deal with invisible retailers (Marsico and Levialdi, 2004). Specifically, owing to the lack of face-to-face communication, the perceived service quality of a website has to be concerned in an e-shopping context (Ahn et al., 2004). DeLone and McLean (2003) showed that service quality is critical to the success of e-commerce. Previous studies (Chang, Lee, & Lai, 2012; Chen & Cheng, 2009; Wu & Hsu, 2015) have confirmed that customers are more satisfied with commercial websites when they perceive higher service quality. Therefore, this study proposed the following hypothesis: H3: Perceived service quality is positively related to customer satisfaction of social shopping. Relationship quality plays a significant role when exploring the associations that exist between customers and businesses. For instance, trust (Morgan & Hunt, 1994), commitment (Jani & Han, 2011), and satisfaction (Zeithaml et al., 1996) all positively affect customer purchasing behavior (Reichheld, 1996). Anderson and Mittal (2000)
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Perceived information quality 5 .71 Perceived service quality Perceived service quality 1 Perceived service quality 2 Perceived service quality 3 Perceived service quality 4 .80 .56 .91 .74 .84 .75 .65 Customer satisfaction Customer satisfaction 1 Customer satisfaction 2 Customer satisfaction 3 .85 .65 .95 .81 .81 .80 Commitment Commitment1 Commitment 2 Commitment 3 .78 .54 .94 .70 .77 .74 Trust Trust 1 Trust 2 Trust 3 .84 .64 .95 .82 .78 .80 Purchase intention Purchase intention 1 Purchase intention 2 Purchase intention 3 .80 .58 .97 .75 .78 .75 2. Squared inter-correlation among the constructs. 1 2 3 4 5 6 7 1 Perceived system quality .82 2 Perceived information quality .48 .73 3 Perceived service quality .30 .67 .75 4 Commitment .26 .27 .25 .81 5 Trust .17 .15 .14 .57 .73