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

Theodor Purcarea, Ştefan-Alexandru Ionescu (), Ioan Purcărea, Irina Purcărea () and Alexandra Ionescu ()
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Ştefan-Alexandru Ionescu: UniBuc - University of Bucharest
Irina Purcărea: ESC [Rennes] - ESC Rennes School of Business
Authors registered in the RePEc Author Service: Ioan-Matei Purcarea

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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.

Keywords: disruptive technologies; e-commerce; retailers' enhanced capabilities; tech-enabled shopper; innovative experience; phygital retail complex system (search for similar items in EconPapers)
Date: 2025-02-24
Note: View the original document on HAL open archive server: https://hal.science/hal-05070689v1
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Published in Systems, 2025, 13, ⟨10.3390/systems13030152⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05070689

DOI: 10.3390/systems13030152

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