 Exploring the hedonic factors affecting customer experiences in phygital retailingShanta Banik and Yongqiang Gao Journal of Retailing and Consumer Services, 2023, vol. 70, issue C Abstract: Phygital retailing connects physical and digital world to build unique customer experiences. Although the applications of phygital retailing are increasing, it is yet to understand what factors may influence customer experiences, especially among the hedonic factors. This study thus examines this gap by exploring the hedonic factors that affect customer experiences in phygital retailing. Moreover, the role of gender is also explored as a boundary condition. This study is conducted using as a sample of 237 customers who experienced phygital retailing in China. Data are analyzed using PLS and PROCESS macro, which indicate that hedonic factors (i.e., mental imagery, entertainment, and aesthetics) affect customer experiences, which eventually affect customers’ decision satisfaction. This study further finds that the impacts of mental imagery, entertainment and aesthetics on customer experiences are higher for female customers than for male customers. Keywords: Phygital retailing; Customer experiences; Mental imagery; Entertainment; Aesthetics; Decision satisfaction (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:70:y:2023:i:c:s0969698922002405 DOI: 10.1016/j.jretconser.2022.103147 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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