Summary Brief: Reconceptualizing Convenience and Examining Its Influence on Consumer Intentions to Use a Service

Dorsch, Michael J.; Oldiges, Jessica L.
January 2009
Society for Marketing Advances Proceedings;2009, p257
Conference Proceeding
Convenience is a fuzzy, under researched concept. To gain a better understanding of the concept, we examine it from a Theory of Action perspective and propose that convenience is a multidimensional concept involving consumer perceptions about the performance and experiences they associate with the activity. The empirical study supported the proposed conceptualization and its relationship with consumer intentions to use a service.


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