Viability of Amazon’s Driven Innovations Targeting Shoppers’ Impulsiveness – Journal of Retailing and Consumer Services – article

Viability of Amazon’s Driven Innovations Targeting Shoppers’ Impulsiveness

Maya F. Farah, Zahy B. Ramadan | Journal of Retailing and Consumer Services

2019-11-19

The growth of new technological innovations has given rise to a highly digitized retailing world that is re-defining the consumer purchase journey. Innovations, such as Amazon’s Alexa, Dash-buttons (physical and virtual), and Spark, have indeed led to the creation of an Omni-channel journey that reshaped the shopping experience. Such tech-disruptions are likely to have a significant bearing on shoppers, brands and retailers, which is expected to vary between the short and the long-term. A quantitative research based on 600 U.S. Amazon customers studied the long-term incremental sales effect of e-retailers’ tech innovations when driven by impulsive shopping behavior. The findings show that while retailers’ tech-driven solutions would increase shoppers’ impulsiveness, and hence sales, their continued interaction with such purchasing solutions would decline over time, making the overall innovation cycle much shorter.

Bookmark

Your comment

Scroll to Top