Exploring the Influence of Personality Traits on Affective Customer Experiences in Retailing: Combination of Heart Rate Variability (HRV) and Self-report Measures

Anna Hermes, René Riedl

Research output: Chapter in Book/Report/Conference proceedingsConference contributionpeer-review

Abstract

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.
Original languageEnglish
Title of host publicationInformation Systems and Neuroscience: NeuroIS Retreat 2021
EditorsFred D. Davis, René Riedl, Jan vom Brocke, Pierre-Majorique Léger, Adriane B. Randolph, Gernot Müller-Putz
Place of PublicationCham
PublisherSpringer
Pages20-29
Number of pages10
ISBN (Electronic)978-3-030-88900-5
ISBN (Print)978-3-030-88899-2
DOIs
Publication statusPublished - 29 Oct 2021
EventNeuroIS Retreat 2021 : Virtual Conference - Online, Online
Duration: 1 Jun 20213 Jun 2021
http://www.neurois.org

Publication series

NameLecture Notes in Information Systems and Organisation
Volume52 LNISO
ISSN (Print)2195-4968
ISSN (Electronic)2195-4976

Conference

ConferenceNeuroIS Retreat 2021
Abbreviated titleNeuroIS
CityOnline
Period01.06.202103.06.2021
Internet address

Keywords

  • Customer experience
  • Emotions
  • HRV
  • NeuroIS
  • Retail

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