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.

由于在我们的日常生活中普遍存在基于人工智能（AI）的语音助手，因此语音购物在消费者中变得越来越受欢迎。这项研究探讨了个性，信任，隐私问题和以前的经验如何影响客户体验表现感知以及这些因素的组合，这些因素导致了很高的客户体验表现。戈德堡的人格五大要素，情境行动的情境化理论（TRA-privacy）和有关客户体验的最新文献被用于开发和提出概念研究模型。该模型使用来自224位美国语音购物者的调查数据进行了测试。使用偏最小二乘结构方程模型（PLS-SEM）和模糊集定性比较分析（fsQCA）分析数据。PLS-SEM显示，信任和隐私问题会介导人格（和a，情绪不稳定和尽责）与语音购物者对客户体验表现的感知之间的关系。FsQCA揭示了这些因素的组合，这些组合导致对客户体验性能的高度认可。这项研究有助于语音购物文献，这是电子商务研究相对未被研究的领域，但是却越来越流行。