Consumer Values and Patronage Intention with smart technologies in Phygital Retail Space

Background This study examines how consumer values influence phygital patronage intention, with a focus on the mediating role of consumer attitudes. It addresses a gap in understanding how values shape behavioral responses in phygital retail environments that use Self-Service Technologies (SST), drawing on the Theory of Consumer Values (TCV). Methods A positivist deductive research design was adopted. Data was collected through an in-store survey of 312 customers with prior experience using smart technologies in Smart and Go units. A structured questionnaire was used, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4. Results Functional, emotional, epistemic, and social values were found to significantly and positively affect consumer attitudes, while conditional values showed no significant impact in human–SST integrated retail settings. Consumer attitude was also found to mediate the relationship between consumer values and phygital patronage intention. Conclusions As one of the first studies to apply TCV in phygital retailing, it extends theoretical understanding and provides practical guidance for designing value-driven phygital strategies with human SST integrated retail setting. It extends academic understanding of consumer behaviour by addressing underexplored links between values and patronage intentions mediated with attitude and provides actionable guidance for managers to design value-driven phygital strategies.