User Experience in Personalized E-Commerce: A Configurational Approach

The present work aims to identify the interrelations among trust, privacy, emotions and experience in order to predict high purchase intentions, when using personalized services in the area of e-commerce. Building on complexity theory we present a conceptual model followed by research propositions. Our propositions are empirically validated through a fuzzy-set qualitative comparative analysis (fsQCA) on 182 customers with experience in personalized online shopping. The results indicate five configurations of trust, privacy, emotions, and experience that explain high purchase intentions. The importance of trust and happiness should be noted since they are both present most frequently as core factors. The study has both theoretical and practical implications towards the development of new emotion-centric theories and the design and provision of personalized services.