Published June 2, 2021 | Version v1
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Exploring the Influence of Personality Traits on Affective Customer Experiences in Retailing: Combination of Heart Rate Variability (HRV) and Self-Report Measures

  • 1. Johannes Kepler University of Linz
  • 2. Johannes Kepler University of Linz, University of Applied Sciences Upper Austria

Description

As a result of changes in customers’ shopping behaviors and a corresponding increase in omnichannel behavior (i.e., a blend of online and offline channels), a good customer experience (CX) is crucial for retailers’ success. Affective CX responses are especially crucial in impacting a company’s marketing outcomes, such as a high level of future purchase intentions. Here, we hypothesize that a customer’s affective CX is significantly influenced by his or her personality traits. Based on this hypothesis, we plan to collect physiological data (heart rate variability) and self-report data to study affective CX. Specifically, we will examine the relationship between personality traits, affective CX, and future purchase channel choice intentions. Based on the findings, we will then formulate academic and managerial implications.

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NeuroIS-Retreat-2021-Preprint-Proceedings.pdf

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Additional details

Funding

PERFORM – Pioneering the Digital Future for Omnichannel Retail Managers 765395
European Commission