Toward the construct of convenience in consumer research

Abstract

The authors evaluate the notion of convenience as it appears in the existing marketing/consumer behavior literature and explore the multidimensionality of the concept. With the emergence of consumer services in the past decade and the growing movement of the American society toward a service economy, the need arises to investigate consumer convenience in a systematic way. This paper addresses the issue by providing a background analysis of how the term "convenience" has appeared in marketing/consumer behavior literature and what further refinements are needed to define it in the total context of consumer behavior.