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.
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Pan, L., Liao, S. (2015). Service Convenience Determinants of Consumer Continual Intention for Group Buying. In: Dato-on, M. (eds) The Sustainable Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10873-5_96
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DOI: https://doi.org/10.1007/978-3-319-10873-5_96
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