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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

In: Information Systems and Neuroscience

Author

Listed:
  • Anna Hermes

    (Johannes Kepler University Linz)

  • René Riedl

    (Johannes Kepler University Linz
    University of Applied Sciences Upper Austria)

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.

Suggested Citation

  • Anna Hermes & René Riedl, 2021. "Exploring the Influence of Personality Traits on Affective Customer Experiences in Retailing: Combination of Heart Rate Variability (HRV) and Self-report Measures," Lecture Notes in Information Systems and Organization, in: Fred D. Davis & René Riedl & Jan vom Brocke & Pierre-Majorique Léger & Adriane B. Randolph & Gernot (ed.), Information Systems and Neuroscience, pages 20-29, Springer.
    • Handle: RePEc:spr:lnichp:978-3-030-88900-5_3
    DOI: 10.1007/978-3-030-88900-5_3
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