Understanding Voice Shopping Value Co-Creation: A Sem-Fsqca Method

Despite a large number of retailers have embraced the voice shopping channels, the factors that determine consumers' voice shopping value co-creation intentions are still unclear. This study explores the impacts of two social cognition dimensions (competence and warmth) on voice shopping value co-creation intention from the perspectives of confidence in consumers themselves and in AI. Based on the social exchange theory and stimulus—organism—response, a research model was developed and empirically examined by data collected from 363 students at a university in China. The results of structural equation modeling (SEM) analysis indicate that perceived competence and perceived warmth positively affect confidence in consumers themselves and in AI and consequently determine voice shopping value co-creation intention. In addition, the impacts of confidence in consumers themselves and in AI on voice shopping value co-creation intention varies. The results of the fuzzy set qualitative comparative analysis (fsQCA) method further validate these findings.