TY  - JOUR
T1  - Validating a Proposed Model on the Factors that Influence Consumers' Unique Phygital and Memorable Shopping Experiences in Phygital Retail Outlets
JO  - Journal of Emerging Trends in Marketing and Management
VL  - I
IS  - 2
SP  - 51
EP  - 72
PY  - 2024
DA  - 2024/12/09
PB  - The Bucharest University of Economic Studies Publishing House
PP  - Bucharest, Romania
T2  - 
AU  - KARAGIOUMLEZIS, Athanasios
AU  - SPAIS, George
SN  - 2537-5865
DO  - 
UR  - https://www.etimm.ase.ro/RePEc/aes/jetimm/2024/JETIMM_V02_2024_111.pdf
KW  - Phygital retail
KW  - phygital shopping experience
KW  - customer experience
KW  - hedonic factors
KW  - cross-channel integration
KW  - explainable artificial intelligence
AB  - 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.
ER  -