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 inInternational journal of information management Vol. 58; p. 102309
Main Authors Bawack, Ransome Epie, Wamba, Samuel Fosso, Carillo, Kevin Daniel André
Format Journal Article
LanguageEnglish
Published Kidlington Elsevier Ltd 01.06.2021
Elsevier Science Ltd
Elsevier
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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.
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
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  givenname: Ransome Epie
  surname: Bawack
  fullname: Bawack, Ransome Epie
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  givenname: Samuel Fosso
  surname: Wamba
  fullname: Wamba, Samuel Fosso
  organization: TBS Business School, 20 Boulevard Lascrosses, 31068 Toulouse, France
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  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
Language English
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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
URI https://dx.doi.org/10.1016/j.ijinfomgt.2021.102309
https://www.proquest.com/docview/2513608339
https://audencia.hal.science/hal-03950612
Volume 58
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