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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| Affiliation: | 1. TBS Business School, University of Toulouse Capitole, 2 Rue du Doyen Gabriel Marty, 31000 Toulouse, France;2. TBS Business School, 20 Boulevard Lascrosses, 31068 Toulouse, France;1. University of Strathclyde, Business School, Stenhouse Wing, Glasgow G4 0QU, United Kingdom;2. University of Professional Studies, Accra, Ghana;3. College of Charleston, 66 George Street, Charleston, SC 29424, United States;1. Department of Management Science and E-business, School of Management and Economics, University of Electronic Science and Technology of China, No.2006, Xiyuan Ave, West Hi-Tech Zone, Chengdu, Sichuan 611731, China;2. School of Business, Eastern Illinois University, 600 Lincoln Avenue, Charleston, IL 61920, USA;1. Department of Marketing, Institute of Management, Nirma University, Ahmedabad, Gujarat, India;2. G. L. Bajaj Institute of Management and Research, Greater Noida, Uttar Pradesh, India |
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| Abstract: | 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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| Keywords: | Voice shopping Personality Trust Privacy Prior experience Customer experience Smart speaker Personalization Artificial intelligence |
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