Mixed-methods analysis reveals how experience value affects adoption intentions in retail, suggesting improvements for phygital strategies.
This study investigates the motivators and barriers to phygital service adoption in retail through the lens of Behavioral Reasoning Theory. A mixed-methods approach, combining qualitative interviews (23 participants) and an online survey with 432 respondents, reveals how "reasons for" and "reasons against" influence users' adoption intentions. Experiential value, encompassing convenience, personalization, and immersion, emerges as a critical driver. The findings provide actionable insights for retailers, underscoring the need to reduce usage barriers and tailor experiences to digitally diverse consumer segments, thereby contributing to more inclusive and effective phygital strategies.
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George et al. (2025) studied this question.
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