How the Amazon dash button is altering consumer buying patterns

What is it about?

Technology, particularly Self-Service Technology (SST), has reshaped the way an individual interacts with a certain brand or retailer. In 2015, Amazon, known for its progressive usage of technology, launched the Dash Button, allowing customers to remotely reorder products by the mere press of a button. This study aims at understanding the implications of such a tech disruption on the consumer journey from the customer, the retailer and the brand perspectives.

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Why is it important?

Using structural equation modeling, the findings show that the perceived value of the button positively affects the feeling towards the retailer, hereby Amazon, as well as the level of the shopper's impulsiveness. The findings also show that consumer spending self-control affects negatively the impulsiveness in using the Dash button.