As a result of changes i iors and a corresponding increase in omnichannel behavior (i.e., a blend of online and offline Affective CX responses are especially crucial in impacting a outcomes, such as a high level of future purchase intentions. Here, we hypothesize that a custome 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.