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The Tech-Enabled Shopper Impacting a Phygital Retail Complex System Stimulated by Adaptive Retailers’ Valorization of an Increasingly Complex E-Commerce

Author

Listed:
  • Theodor Valentin Purcărea
  • Ştefan-Alexandru Ionescu

    (UniBuc - University of Bucharest)

  • Ioan Matei Purcărea
  • Irina Purcărea

    (ESC [Rennes] - ESC Rennes School of Business)

  • Alexandra Georgiana Ionescu

Abstract

The rise of the experience economy, driven by disruptive technologies delivering innovative experiences, has transformed the interactions between tech-enabled shoppers and the phygital retail complex system. An important knowledge gap is addressed in our study by evaluating shoppers' perceptions of disruptive technologies and the adaptive challenges that retailers face in securing consistency within a highly complex e-commerce landscape shaped by transformative interactions. A quantitative analysis was carried out using structural equation modeling (SEM) and survey data from an international supermarket chain integrating physical and digital retail spaces. We propose a novel framework to explore how retailers can harness data-driven insights and disruptive technologies to optimize the phygital shopping experience and adapt to the shift from multichannel and omnichannel strategies to optichanneling, as well as respond to societal shifts, including the role of digital natives and the expanding influence of the metaverse. This framework integrates key principles such as emergence, feedback, and criticality. The research reveals key findings about transformative shopper experiences across phygital retail touchpoints that influence shoppers' perceptions and behaviors. Based on these identified key insights, as shoppers increasingly expect seamless interactions, the framework includes practical recommendations for retailers relating to several key areas, including leveraging the metaverse for refined shopper engagement.

Suggested Citation

  • Theodor Valentin Purcărea & Ştefan-Alexandru Ionescu & Ioan Matei Purcărea & Irina Purcărea & Alexandra Georgiana Ionescu, 2025. "The Tech-Enabled Shopper Impacting a Phygital Retail Complex System Stimulated by Adaptive Retailers’ Valorization of an Increasingly Complex E-Commerce," Post-Print hal-05070689, HAL.
    • Handle: RePEc:hal:journl:hal-05070689
    DOI: 10.3390/systems13030152
    Note: View the original document on HAL open archive server: https://hal.science/hal-05070689v1
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    References listed on IDEAS

    as
    1. Theodor Purcărea & Valeriu Ioan-Franc & Ştefan-Alexandru Ionescu & Ioan Matei Purcărea & Victor Lorin Purcărea & Irina Purcărea & Maria Cristina Mateescu-Soare & Otilia-Elena Platon & Anca-Olguța Orza, 2022. "Major Shifts in Sustainable Consumer Behavior in Romania and Retailers’ Priorities in Agilely Adapting to It," Sustainability, MDPI, vol. 14(3), pages 1-51, January.
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