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

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.