Fooled in the relationship: How Amazon Prime members' sense of self‐control counter‐intuitively reinforces impulsive buying behavior

Amazon, the leader in the e‐retailing sector, has revolutionized online shopping through its vast areas of customer solutions, particularly with its Amazon Prime membership. Nonetheless, shoppers' behavior and attitudes in similar programs are yet to be researched. Accordingly, this study aims...

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Published in:Journal of consumer behaviour Vol. 20; no. 6; pp. 1497 - 1507
Main Authors: Ramadan, Zahy, Farah, Maya F., Bou Saada, Rana
Format: Journal Article
Language:English
Published: London Wiley Subscription Services, Inc 01.11.2021
Subjects:
Attitudes
Behavior
Consumer behavior
Consumers
Control
Impulse buying
Impulsivity
Locus of control
Membership
Researcher subject relations
Respondents
Retail industry
Retailing
Self concept
Self control
Sense of control
Shopping
ISSN:1472-0817, 1479-1838
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Abstract Amazon, the leader in the e‐retailing sector, has revolutionized online shopping through its vast areas of customer solutions, particularly with its Amazon Prime membership. Nonetheless, shoppers' behavior and attitudes in similar programs are yet to be researched. Accordingly, this study aims to examine the effect of self‐control on trust, affective attachment and impulse buying in online membership programs. Herein, researchers integrate retailers‐consumers' relational variables alongside shoppers' behavioral dimensions, to understand the long‐term relationship members have with Amazon Prime. A quantitative approach was adopted for this purpose, based on data collected over a period of 2 months from 630 respondents surveyed across the United States of America. Findings show that while self‐control first delimits impulsive shopping, it also reinforces shoppers' cognitive and affective ties with Amazon Prime, counterintuitively increasing their impulsive buys. This study is thus the first to demonstrate that retailers' membership programs such as Amazon Prime may come at the expense of consumers. This is due to the fact that such programs appear to reinforce impulsive behavior, while giving a false sense of self‐control to the shopper.
AbstractList Amazon, the leader in the e‐retailing sector, has revolutionized online shopping through its vast areas of customer solutions, particularly with its Amazon Prime membership. Nonetheless, shoppers' behavior and attitudes in similar programs are yet to be researched. Accordingly, this study aims to examine the effect of self‐control on trust, affective attachment and impulse buying in online membership programs. Herein, researchers integrate retailers‐consumers' relational variables alongside shoppers' behavioral dimensions, to understand the long‐term relationship members have with Amazon Prime. A quantitative approach was adopted for this purpose, based on data collected over a period of 2 months from 630 respondents surveyed across the United States of America. Findings show that while self‐control first delimits impulsive shopping, it also reinforces shoppers' cognitive and affective ties with Amazon Prime, counterintuitively increasing their impulsive buys. This study is thus the first to demonstrate that retailers' membership programs such as Amazon Prime may come at the expense of consumers. This is due to the fact that such programs appear to reinforce impulsive behavior, while giving a false sense of self‐control to the shopper.
Author Bou Saada, Rana
Farah, Maya F.
Ramadan, Zahy
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Snippet Amazon, the leader in the e‐retailing sector, has revolutionized online shopping through its vast areas of customer solutions, particularly with its Amazon...
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SubjectTerms Attitudes
Behavior
Consumer behavior
Consumers
Control
Impulse buying
Impulsivity
Locus of control
Membership
Researcher subject relations
Respondents
Retail industry
Retailing
Self concept
Self control
Sense of control
Shopping
Title Fooled in the relationship: How Amazon Prime members' sense of self‐control counter‐intuitively reinforces impulsive buying behavior
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