Phygital luxury experiences. A correspondence analysis on retail technologies

Abstract

Beliefs play a prominent role in consumer attitudes toward technology. Hence, the interplay between affective and cognitive perceptions results in approach or avoidance behaviours. This study examines how phygital interactive in‐store technologies are perceived in the specific context of luxury retail by providing a holistic picture of the characteristics consumers link to technological applications. Employing correspondence analysis, we highlight the contribution of the affective and cognitive dimensions of beliefs to technology evaluation, both in positive and negative terms. By differentiating between respondents who had already tried the technology and those who had not, the findings reveal how negative bias, derived from a lack of experience, results in negative evaluations; while previous usage of the technology positively impacts technology assessment. The results provide an outline of a valuable customer in‐store experience enriched by phygital devices, showing how technology's distinct features attract consumers, and how these perceptions can be leveraged by the retailer to enhance the retail experience.

Impact of advertising puffery on purchase intention and brand loyalty of young adults

“…Additionally, it suggests various contexts, factors, perspectives and emerging trends in the advertising domain that can be utilized by future researchers. A similar approach has been adopted by several research studies in the consumer behavior domain (Fan et al, 2024;Guzzetti et al, 2024;Sharma, 2024;Uslu & Tosun, 2024;Wu & Zhang, 2024).…”

An advanced netnographic framework for analyzing brand community overlap conflicts in the phygital brand community (PBC) environment

“…The convergence of physical and digital experiences, which is known as the phygital setting, has gained significant traction in recent years (Batat, 2022), giving rise to a new sociotechnical reality in which individuals are no longer constrained by time and place (Mele et al, 2023). The phygital environment leverages state-of-the-art technologies to establish interconnections between digital realms and physical settings, facilitating an interactive and QMR 27,3 distinctive encounter for customers (Guzzetti et al, 2024;Kumar et al, 2023). This integration has led to the emergence of new forms of communities, one of which is known as a phygital brand community (PBC).…”

“…, 2023). The phygital environment leverages state-of-the-art technologies to establish interconnections between digital realms and physical settings, facilitating an interactive and distinctive encounter for customers (Guzzetti et al. , 2024; Kumar et al.…”