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September 17, 2025Information Management and Business ReviewOpen Access

From Shelves to Screens: Conceptualizing Phygital Retailing in Supermarkets through the S-O-R Framework

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Authors

NANorsiah AhmadNINadhrathul Ain IbrahimSAShahira Ariffin

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Overview

Conceptual analysis reveals the impact of phygital retailing on purchase intention and consumer satisfaction, highlighting the role of digital technologies.

Key Points

  • Phygital retailing enhances customer satisfaction by merging physical and digital shopping experiences.
  • This model proposes that sensory engagement improves purchase intention through the S-O-R framework.
  • Integration of augmented reality and digital technologies addresses limitations of online shopping.
  • Understanding consumer behavior in retail allows for innovative strategies to enhance loyalty and engagement.

Cite This Study

Ahmad et al. (2025) studied this question.

synapsesocial.com/papers/68d4604731b076d99fa5f720https://doi.org/10.22610/imbr.v17i3(i).4659
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Also Consider

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  5. 5Sustainable Consumer Behavior in the Phygital Environment: Determinants of Sustainable Decision-Making at the Interface of Physical and Digital Worlds2026 · 1 citations