What is it about?
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.
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Why is it important?
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.
Perspectives
Through the Dash button, Amazon has replicated in its own way the physical retail experience by emulating a store environment. Indeed, this new “homestore” environment, whereby the customer is surrounded by a tangible representation of his/her preferred brands, allowed Amazon to counter one of the major disadvantages related to operating purely online. The findings of this study demonstrate how the continuous interaction with a technological tool, specifically the Amazon Dash button fixed in one's own home, enhance the consumer purchase decision involvement. The findings also reflect how a consumer trust and affective feeling towards the retailer act as a barrier to entry to other retailers who might consider launching a similar device.
Dr. Zahy B Ramadan
Lebanese American University
Read the Original
This page is a summary of: 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, March 2019, Elsevier,
DOI: 10.1016/j.jretconser.2018.11.018.
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