Affective And Cognitive Pathways To Phygital Purchase Intentions: A Cross-Format Sem-Ann Hybrid Investigation

The blistering convergence of the physical and digital retail space, often called phygital retailing, has fundamentally changed the design of consumer decision-making. Although the omnichannel behavior has received considerable academic attention, there is a significant gap in the literature: the concomitant analysis of affective and cognitive predictors of purchase intentions in both physical store and online platform formats through methodologically complementary methods. This paper fills this gap by implementing a two-step analytical model that combines Partial Least Squares Structural Equation Modeling (PLS-SEM) with Artificial Neural Networks (ANN). Based on the Stimulus-Organism-Response (S-O-R) paradigm and dual-process theory, we construct and test a holistic model that considers hedonic motivation, utilitarian value, perceived interactivity, trust, consumer confusion, and sensory congruence as antecedents of phygital purchase intention. A multi-site cross-sectional survey was conducted to gather data on 624 consumers in both physical retail stores and online shopping sites. The results of PLS-SEM indicate that hedonic motivation (Beta = 0.341, p