Photo by garri from unsplash
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… Click to show full abstract
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.
Journal Title: Journal of Retailing and Consumer Services
Year Published: 2019
Link to full text (if available)
Share on Social Media: Sign Up to like & get
recommendations!