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.

This paper aims to identify factors that affect consumers' web-mobile shopping extension behaviors. Drawing on the trust transfer theory, the present study investigates the trust transfer process (including trust in source, trust in target, and relationship between source and target) and its effect on consumers' benefit-sacrifice evaluations and behaviors toward mobile shopping extension. The research model was empirically tested on the data collected from 309 web-shopping users of a famous business-to-consumer retailer in China. The SEM analysis results indicate that trust in web shopping services and perceived integration between web and mobile shopping services positively affect trust in mobile shopping services. The results also demonstrate that the trust transfer process positively affects behaviors toward mobile shopping extension directly and indirectly via a dual mechanism: by enhancing perceived benefit and by reducing perceived risk of mobile shopping services. Theoretical and practical implications of these findings are discussed.