دانلود رایگان مقاله انگلیسی تجربه کاربر در خرید آنلاین شخصی: یک تحلیل فازی مجموعه ای - امرالد 2018

Abstract

Purpose – In the complex environments of online personalization, multiple factors have been considered to explain consumers’ online behaviour, but largely without considering the role of specific configurations of variables and how they may affect consumer behaviour. This study aims to show how trust towards online vendors, privacy, emotions and experience combine to predict consumers’ purchase intentions. Design/methodology/approach – Building on complexity theory, a conceptual model followed by research propositions is presented. The propositions are empirically validated through configurational analysis, using fuzzy-set qualitative comparative analysis (fsQCA) on 182 customers with experience in personalized online shopping. Predictive validity analysis is also performed. Findings – Five solutions of trust, privacy, emotions and experience increase intention to purchase, and six solutions inhibit it. The findings verify the importance of trust and happiness in successful personalized online shopping. Their absence inhibits purchase intentions. Also, high experience may help to overcome low trust or negative emotions, whereas low experience requires the combination of high trust and happiness. None of the examined factors are indispensable to explain purchase intentions. Research limitations/implications – The study uses fsQCA, differentiating from traditional studies in the area that use variance-based methods and identifies multiple solutions explaining the same outcome. The proposed approach contributes to theory development in the field. Practical implications – The multiple solutions lead to new ways on how companies may approach their customers, as each one covers a specific part of the sample, adding to the fact that in personalized marketing there is not one single optimal solution explaining customer purchase intentions. Originality/value – This study contributes by extending existing knowledge on how trust, privacy, emotions and experience combine to increase or mitigate intention to purchase towards the development of new emotion-centric theories and the design and provision of personalized services and presenting a step-bystep methodological approach for how to apply fsQCA in e-commerce studies.

Discussion, implications and future work

The present work proposes that trust, privacy, emotions, and experience combine to form different configurations that can explain online purchase intentions in personalized service settings. Drawing from complexity theory and configuration theory, a conceptual model is developed to identify such configurations (or combinations), which includes four antecedents of online shopping adoption, that are trust, privacy, emotions, and experience, and purchase intention as the outcome variable. The findings identify multiple configurations explaining both high and low/medium intention to purchase and highlight the importance of trust, privacy, emotions, and experience for the adoption of personalized services in online shopping. Trust, happiness, and customer experience are key reasons that people continue purchasing online, whereas bad service and product experience, which lead to negative emotions or a lack of positive experience overall, are key reasons for people stopping online shopping.

Outcomes confirm the significance of trust in personalized environments (Komiak and Benbasat, 2006; Lee and Rha, 2016); however, its presence is insufficient to lead to high purchase intentions. Happiness should be present as well, indicating that customers not only need to trust the online vendor, but they should also feel good about the personalized recommendations they receive. Further, privacy issues are always present as a peripheral factor, which may be explained by the presence of trust or happiness as core factors. This suggests that customers are likely to overcome high privacy concerns when they trust the online vendor or feel happy with the offered services.