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Beyond technology: Multidimensional consumption values in phygital retailing; a mixed method approach

Author

Listed:
  • Alireza Zolfaghari

    (University of Guelph)

  • Simon Somogyi

    (Texas a&M University)

  • Kimberly Thomas-Francois

    (Thompson Rivers University)

  • Maryamsadat Hashemi Fesharaki

    (University of Guelph)

Abstract

The retail sector is rapidly evolving into a “phygital” landscape, where physical and digital elements seamlessly blend to create unified shopping experiences. However, existing studies often fall short of providing a comprehensive picture of the shopping experience due to their narrow focus on either digital or physical aspects independently. This study examines consumer behavior determinants in phygital retail environments through the lens of consumption value theory. Using a mixed-method approach, it analyzed 1613 consumer reviews and data from 517 US consumers to investigate the roles of technology, retail functional value, hedonic value, and the moderating effect of technology readiness on consumers’ phygital retail continuance usage intention. Contrary to the prevailing view that technology perception mainly drives adoption, results show the significant impact of technological interaction, retail functional, and hedonic values on consumer continuance usage intention. Technology readiness moderates the impact of technological and hedonic values but not retail functional values. This study highlights the importance of integrating traditional retail elements with technological advancements in phygital strategies. It extends consumption value theory to phygital retailing, emphasizing the comparative importance of different values, and establishing technology readiness as a critical moderating factor.

Suggested Citation

  • Alireza Zolfaghari & Simon Somogyi & Kimberly Thomas-Francois & Maryamsadat Hashemi Fesharaki, 2025. "Beyond technology: Multidimensional consumption values in phygital retailing; a mixed method approach," Electronic Markets, Springer;IIM University of St. Gallen, vol. 35(1), pages 1-30, December.
    • Handle: RePEc:spr:elmark:v:35:y:2025:i:1:d:10.1007_s12525-025-00776-w
    DOI: 10.1007/s12525-025-00776-w
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    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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