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.

中文翻译：

---

在关系中上当：亚马逊 Prime 会员的自我控制感如何反直觉地强化冲动购买行为

作为电子零售领域的领导者，亚马逊通过其广泛的客户解决方案领域，尤其是其 Amazon Prime 会员资格，彻底改变了在线购物。尽管如此，购物者在类似项目中的行为和态度还有待研究。因此，本研究旨在检验自我控制对在线会员计划中的信任、情感依恋和冲动购买的影响。在此，研究人员将零售商-消费者的关系变量与购物者的行为维度相结合，以了解会员与 Amazon Prime 之间的长期关系。为此目的采用了一种定量方法，该方法基于在 2 个月内从美国各地接受调查的 630 名受访者收集的数据。研究结果表明，虽然自我控制首先限制了冲动购物，它还加强了购物者与 Amazon Prime 的认知和情感联系，违反直觉地增加了他们的冲动购买。因此，这项研究首次证明零售商的会员计划（例如 Amazon Prime）可能会以牺牲消费者为代价。这是因为这样的程序似乎会强化冲动行为，同时给购物者一种错误的自我控制感。