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EXTENDED ABSTRACT
When completing a purchase decision, consumers are no longer limited to the traditional journey across the marketing funnel stages of awareness, consideration, evaluation, and action. Indeed, technological disruptions, such as the Amazon Dash buttons that allow customers to remotely order a given product by the mere press of a button (Hockett 2015), are removing key stages of the consumer journey, forgoing the consumer selection phase and forcing his/her loyalty to a given retailer or brand.
Technological disruptions to the consumer journey have not yet been discussed in the marketing literature. The case of the Amazon Dash buttons will be utilized to develop a further understanding of the changes in consumer decision making and consumer impulsive purchase behavior resulting from their usage.
Conceptual Framework
The Effects of Tech Disruptions on Retailers and Shoppers
Consumer impulsiveness is an individual's sudden desire or urge to purchase an item in an immediate, spontaneous manner; this is generally bought on by physical closeness to the product or the promise of prompt satisfaction and gratification (Arens and Rust 2012). Perceived service value is a consumer's expectation that a given product's usage allows him/her to achieve benefits that are believed to be of value to the user (Boksberger and Meisen 2011). Accordingly, the researchers hypothesize:
Hypothesis 1: The higher the shopper s perceived service value of Amazon Dash button, the higher his/her purchase impulsiveness.
When the consumer perceives that the value of the service he/ she is receiving from the retailer is congruent to his/her personal needs, this establishes an affective bond of love and commitment to the retailer (Sabbir and Nazrul 2014; Ramadan and Farah 2017). Nevertheless, consumer love is based on a retailer's...