The examination of the potential of self-service technology devices in the Lebanese market

Abstract

This paper investigates how the introduction of the Amazon Dash button, which allows buyers to order and reorder specific products through a simple press of a button, affects consumer buying behavior within their consumption communities. It also assesses the potential customers and/or retailers that are likely to adopt the Amazon dash button while looking into its overall impact on consumer buying behavior and the shopper web-based community increasing accordingly consumers’ social identity and sense of community. The findings of this study indicate that the Dash button will not replace traditional shopping mediums especially in Lebanon due to the availability of quick and easy product delivery options across the country. However, the study highlights that the likelihood to utilize the Dash button depends in part on consumer brand loyalty as well as overall consumers’ lifestyle within the related web communities.