Exploring the role of personality, trust, and privacy in customer experience performance during voice shopping: Evidence from SEM and fuzzy set qualitative comparative analysis
•We explore the role of personality, trust, and privacy in customer experience performance during voice shopping.•We present three combinations of these factors that lead to high customer experience performance.•Agreeableness positively affects trust.•Conscientiousness positively affects trust.•Emot...
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Published in | International journal of information management Vol. 58; p. 102309 |
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Main Authors | , , |
Format | Journal Article |
Language | English |
Published |
Kidlington
Elsevier Ltd
01.06.2021
Elsevier Science Ltd Elsevier |
Subjects | |
Online Access | Get full text |
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Abstract | •We explore the role of personality, trust, and privacy in customer experience performance during voice shopping.•We present three combinations of these factors that lead to high customer experience performance.•Agreeableness positively affects trust.•Conscientiousness positively affects trust.•Emotional instability negatively affects privacy concerns.
Voice shopping is becoming increasingly popular among consumers due to the ubiquitous presence of artificial intelligence (AI)-based voice assistants in our daily lives. This study explores how personality, trust, privacy concerns, and prior experiences affect customer experience performance perceptions and the combinations of these factors that lead to high customer experience performance. Goldberg’s Big Five Factors of personality, a contextualized theory of reasoned action (TRA-privacy), and recent literature on customer experience are used to develop and propose a conceptual research model. The model was tested using survey data from 224 US-based voice shoppers. The data were analyzed using partial least squares structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA). PLS-SEM revealed that trust and privacy concerns mediate the relationship between personality (agreeableness, emotional instability, and conscientiousness) and voice shoppers’ perceptions of customer experience performance. FsQCA reveals the combinations of these factors that lead to high perceptions of customer experience performance. This study contributes to voice shopping literature, which is a relatively understudied area of e-commerce research yet an increasingly popular shopping method. |
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AbstractList | Voice shopping is becoming increasingly popular among consumers due to the ubiquitous presence of artificial intelligence (AI)-based voice assistants in our daily lives. This study explores how personality, trust, privacy concerns, and prior experiences affect customer experience performance perceptions and the combinations of these factors that lead to high customer experience performance. Goldberg's Big Five Factors of personality, a contextualized theory of reasoned action (TRA-privacy), and recent literature on customer experience are used to develop and propose a conceptual research model. The model was tested using survey data from 224 US-based voice shoppers. The data were analyzed using partial least squares structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA). PLS-SEM revealed that trust and privacy concerns mediate the relationship between personality (agreeableness, emotional instability, and conscientiousness) and voice shoppers' perceptions of customer experience performance. FsQCA reveals the combinations of these factors that lead to high perceptions of customer experience performance. This study contributes to voice shopping literature, which is a relatively understudied area of e-commerce research yet an increasingly popular shopping method. •We explore the role of personality, trust, and privacy in customer experience performance during voice shopping.•We present three combinations of these factors that lead to high customer experience performance.•Agreeableness positively affects trust.•Conscientiousness positively affects trust.•Emotional instability negatively affects privacy concerns. Voice shopping is becoming increasingly popular among consumers due to the ubiquitous presence of artificial intelligence (AI)-based voice assistants in our daily lives. This study explores how personality, trust, privacy concerns, and prior experiences affect customer experience performance perceptions and the combinations of these factors that lead to high customer experience performance. Goldberg’s Big Five Factors of personality, a contextualized theory of reasoned action (TRA-privacy), and recent literature on customer experience are used to develop and propose a conceptual research model. The model was tested using survey data from 224 US-based voice shoppers. The data were analyzed using partial least squares structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA). PLS-SEM revealed that trust and privacy concerns mediate the relationship between personality (agreeableness, emotional instability, and conscientiousness) and voice shoppers’ perceptions of customer experience performance. FsQCA reveals the combinations of these factors that lead to high perceptions of customer experience performance. This study contributes to voice shopping literature, which is a relatively understudied area of e-commerce research yet an increasingly popular shopping method. |
ArticleNumber | 102309 |
Author | Bawack, Ransome Epie Wamba, Samuel Fosso Carillo, Kevin Daniel André |
Author_xml | – sequence: 1 givenname: Ransome Epie surname: Bawack fullname: Bawack, Ransome Epie email: ransome.bawack@tsm-education.fr organization: TBS Business School, University of Toulouse Capitole, 2 Rue du Doyen Gabriel Marty, 31000 Toulouse, France – sequence: 2 givenname: Samuel Fosso surname: Wamba fullname: Wamba, Samuel Fosso organization: TBS Business School, 20 Boulevard Lascrosses, 31068 Toulouse, France – sequence: 3 givenname: Kevin Daniel André surname: Carillo fullname: Carillo, Kevin Daniel André organization: TBS Business School, 20 Boulevard Lascrosses, 31068 Toulouse, France |
BackLink | https://audencia.hal.science/hal-03950612$$DView record in HAL |
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Keywords | Privacy Smart speaker Personalization Voice shopping Personality Prior experience Customer experience Trust Artificial intelligence |
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Snippet | •We explore the role of personality, trust, and privacy in customer experience performance during voice shopping.•We present three combinations of these... Voice shopping is becoming increasingly popular among consumers due to the ubiquitous presence of artificial intelligence (AI)-based voice assistants in our... |
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SubjectTerms | Artificial intelligence Comparative analysis Customer experience Customer satisfaction Fuzzy sets Humanities and Social Sciences Mathematical models Model testing Multivariate statistical analysis Personality Personalization Prior experience Privacy Qualitative analysis Shopping Smart speaker Trust Voice Voice shopping |
Title | Exploring the role of personality, trust, and privacy in customer experience performance during voice shopping: Evidence from SEM and fuzzy set qualitative comparative analysis |
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