LING-YEN PANLiao, ShulingShulingLiao2023-03-242023-03-242015-01-01978-3-319-10872-8978-3-319-10873-523636165https://scholars.lib.ntu.edu.tw/handle/123456789/629606Past 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.Consumer Intention | Relationship Closeness | Repurchase Intention | Service Convenience | Virtual Storebook part10.1007/978-3-319-10873-5_962-s2.0-85145029842https://api.elsevier.com/content/abstract/scopus_id/85145029842