Service Convenience Determinants of Consumer Continual Intention for Group Buying
Journal
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISBN
978-3-319-10872-8
978-3-319-10873-5
Date Issued
2015-01-01
Author(s)
Liao, Shuling
Abstract
Past research emphasized less on the non-price factors to explain consumer continual intention for group buying. We filled this void, conceptualized group buying as a service and applied the service convenience theory. Our findings show that decision, access, and transaction convenience indeed affect consumers’ intention to stay in group buying.
Subjects
Consumer Intention | Relationship Closeness | Repurchase Intention | Service Convenience | Virtual Store
Type
book part