I'm not sure the situation is that simple. You bought the book through Amazon, but (in this case), you bought the book from the other poster. Putting them closer to, say, a shopping mall. As a shopper, who's has a stronger relationship to you—the store you bought something from, or the mall you bought it in?
I cannot see how a mall is analogous. In the mall, you choose the stores you go to and then look for the product there. You are explicitly entering different stores, and you have the obvious ability to return to that store. That builds affinity with the store.
With Amazon, the typical entry point is to search for the product you want. You don't particularly care who is selling it so long as the price, delivery, and trustworthiness are there. Maybe if all other things are equal, I'll choose a vendor that I bought from before. But, to be honest, for most purchases, I've only ever thought of it as being fulfilled by Amazon or someone else.
Anecdotally, I literally can't recall the names of any vendors I've bought from in Amazon. But I do know the places I like in the mall.
> You don't particularly care who is selling it so long as the price, delivery, and trustworthiness are there.
> Anecdotally, I literally can't recall the names of any vendors I've bought from in Amazon. But I do know the places I like in the mall.
That's exactly my point. There are stores that you're buying from-many of them with physical locations as well. But because of the way Amazon sets things up, their identity fades into the background. They could be stores you like, just like the places you like in the mall. But Amazon makes it hard for you to know about them, and build a relationship with them.
I cannot see how a mall is analogous. In the mall, you choose the stores you go to and then look for the product there. You are explicitly entering different stores, and you have the obvious ability to return to that store. That builds affinity with the store.
With Amazon, the typical entry point is to search for the product you want. You don't particularly care who is selling it so long as the price, delivery, and trustworthiness are there. Maybe if all other things are equal, I'll choose a vendor that I bought from before. But, to be honest, for most purchases, I've only ever thought of it as being fulfilled by Amazon or someone else.
Anecdotally, I literally can't recall the names of any vendors I've bought from in Amazon. But I do know the places I like in the mall.