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Amazon's approach to consumers’ usage of the Dash button and its effect on purchase decision involvement in the U.S. market

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Listed:
  • Ramadan, Zahy B.
  • Farah, Maya F.
  • Kassab, Danielle

Abstract

The Amazon Dash button is a technological innovation that allows consumers to re-order products at the press of a button. This study aims to test (a) the effects of the relational attributes of retailer's trust and love on the continued interaction with the Dash button, and (b) the effects of continued interaction on shoppers’ purchase decision involvement. The findings of this study indicate that the Dash button is a hard to replicate strategic tool as it entails consumers to have established a strong emotional and trustworthy relationship with the retailer beforehand.

Suggested Citation

  • Ramadan, Zahy B. & Farah, Maya F. & Kassab, Danielle, 2019. "Amazon's approach to consumers’ usage of the Dash button and its effect on purchase decision involvement in the U.S. market," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 133-139.
    • Handle: RePEc:eee:joreco:v:47:y:2019:i:c:p:133-139
    DOI: 10.1016/j.jretconser.2018.11.018
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    References listed on IDEAS

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    Cited by:

    1. Avornyo, Philip & Fang, Jiaming & Antwi, Collins Opoku & Aboagye, Michael Osei & Boadi, Evans Asante, 2019. "Are customers still with us? The influence of optimum stimulation level and IT-specific traits on mobile banking discontinuous usage intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 348-360.
    2. Lingyun Zhai & Pengzhen Yin & Chenyang Li & Jingjing Wang & Min Yang, 2022. "Investigating the Effects of Video-Based E-Word-of-Mouth on Consumers’ Purchase Intention: The Moderating Role of Involvement," Sustainability, MDPI, vol. 14(15), pages 1-19, August.
    3. Hänninen, Mikko & Mitronen, Lasse & Kwan, Stephen K., 2019. "Multi-sided marketplaces and the transformation of retail: A service systems perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 380-388.
    4. Farah, Maya F. & Ramadan, Zahy B., 2020. "Viability of Amazon’s driven innovations targeting shoppers’ impulsiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).

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