Facebook Commerce Issues and Preventive Measures

This research aims to study consumer behaviors in purchasing products through Facebook,
based on problems and their causes, and propose preventive measures. The study employs qualitative
research by collecting data through in-depth interviews with two main groups of informants: nine
experienced and successful buyers and eight inexperienced and unsuccessful buyers. The research tool
is a semi-structured interview guide, using the consumer purchasing process as a basis to explain buying
behaviors on Facebook. Hierarchical decomposition is used to classify problems and their causes, while
the inductive method is used to synthesize preventive measures to ensure confident purchasing
decisions on Facebook. The findings revealed that experienced buyers search for products directly,
closely follow and verify sellers, often comparing with other platforms, and choose payment methods
before delivery, thus avoiding problems. In contrast, inexperienced buyers often respond to
advertisements or direct sales without thorough checks, focus on cheap prices, and use both pre- and
post-delivery payment methods. The hierarchical decomposition of Facebook purchasing problems, at
the first level, breaks down into three sub-problems at the second level: delayed delivery, receiving
products not as described, and non-receipt of products. The third-level causes of the second-level
problems are categorized into seven aspects: transportation, communication, Facebook lacks ad
filtering, product information, warranty, pre-shipment checks, and financial issues. The knowledge
synthesis yields preventive measures for prospective Facebook buyers, including verifying the seller's
credibility, product, shipping, and other conditions; choosing secure payment methods; observing and
being cautious of suspicious signs; and maintaining privacy. Recommendations for improving Facebook’s
system to enhance purchase confidence are also provided. The knowledge derived from this research
can be disseminated for public benefit.