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Validating a Proposed Model on the Factors that Influence Consumers' Unique Phygital and Memorable Shopping Experiences in Phygital Retail Outlets

Author

Listed:
  • Athanasios KARAGIOUMLEZIS

    (Hellenic Open University)

  • George SPAIS

    (Hellenic Open University)

Abstract

Our study, grounds in Social Exchange Theory, examines how customer needs, hedonic factors, cross-channel integration, and consumer experiences impact the physical shopping experience. The research aim is to validate a proposed model by surveying Greek consumers at phygital stores and examining the moderating effects of gender and generation to strengthen the foundation for future research. We survey 229 Greek consumers using a structured questionnaire, testing twelve hypotheses—eight were supported. Consumer needs, expectations, and experiences in phygital shopping are positively correlated, according to our findings, which are confirmed by linear regression and confirmatory factor analysis. Notably, hedonic factors improve interactions with customers, especially in distinctive retail settings. Additionally, we find a positive but non-linear relationship between cross-channel integration and customer experiences that is consistent across generations and genders. For marketing scholars and marketing managers in the retail sector, this study has important implications.

Suggested Citation

  • Athanasios KARAGIOUMLEZIS & George SPAIS, 2024. "Validating a Proposed Model on the Factors that Influence Consumers' Unique Phygital and Memorable Shopping Experiences in Phygital Retail Outlets," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(2), pages 51-72, June.
    • Handle: RePEc:aes:jetimm:v:1:y:2024:i:2:p:51-72
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    References listed on IDEAS

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    More about this item

    Keywords

    Phygital retail; phygital shopping experience; customer experience; hedonic factors; cross-channel integration; explainable artificial intelligence.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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