Service Convenience, Hedonic Benefit, and Self-Efficacy on Consumers’ Continual Usage of Group Buying Service
Group buying is a new and attractive service for consumer buying. Past researchers focused more on price-related factors. In this study, we proposed a conceptual framework and explored the effects of service convenience and hedonic benefits and purchase self-efficacy on consumers’ intention of continually using group buying service. We employed a survey method for structural equation model testing and identified preliminary findings.
Claudia Ling-Yen Pan and Shuling Liao (2011) ,"Service Convenience, Hedonic Benefit, and Self-Efficacy on Consumers’ Continual Usage of Group Buying Service", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 102-104.
Claudia Ling-Yen Pan, National Taiwan University, Taiwan
Shuling Liao, Yuan Ze University, Taiwan
AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011
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