Authors: Maya F. Farah; Zahy B. Ramadan; Lama Shatila
Addresses: Lebanese American University, P.O. Box 13-5053, Chouran, Beirut 1102-2801, Lebanon ' Lebanese American University, P.O. Box 13-5053, Chouran, Beirut 1102-2801, Lebanon ' Lebanese American University, P.O. Box 13-5053, Chouran, Beirut 1102-2801, Lebanon
Abstract: The aim of this paper is to investigate how the introduction of self-service replenishing tech devices affect consumer buying behaviour within their consumption communities. It assesses the potential customers and/or retailers that are likely to adopt such technologies while looking into their overall impact on consumers and shoppers. For that end, this study investigates the perception of such solutions by both consumers and experts in relation to the self-service technologies' (SSTs) disruption of the customer journey. Accordingly, a total sample of 48 respondents (16 experts and 32 consumers) was reached through semi-structured face-to-face interviews. The findings of this study indicate that replenishing solutions based on SSTs will not replace traditional shopping mediums in a typical Middle-Eastern market due to the availability of quick and easy product delivery options. However, the study highlights that the likelihood to utilise such solutions depends on consumer brand loyalty as well as overall consumers' lifestyle.
Keywords: Amazon; Alexa; communities of consumption; shopper web-based community; Dash button.
International Journal of Web Based Communities, 2020 Vol.16 No.2, pp.134 - 149
Received: 17 May 2019
Accepted: 29 Jul 2019
Published online: 01 May 2020 *