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April 3, 2026International Journal of Novel Research and DevelopmentOpen Access

Consumer Trust and Experiential Drivers in Phygital Fashion Retail: A Study of Sensory Design Layout and Digitalphysical Consistency in India

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Authors

RMRia MishraLPLali Priya

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Overview

Quantitative research demonstrates the impact of sensory design on consumer trust in fashion retail, suggesting key design strategies for engagement.

Key Points

  • The research aims to explore how sensory design elements influence consumer trust in phygital fashion retail in India.
  • Quantitative research methodology
  • Structured survey conducted among 218 respondents
  • Target population includes Tier 1, Tier 2, and selected Tier 3 cities in India
  • Assessment of sensory design elements like ambience and lighting
  • Comfort, ambience alignment, and lighting are key in establishing consumer trust and loyalty
  • Digital engagement is crucial for initial brand engagement
  • Emotional engagement and trust are mainly built through offline shopping experiences
  • Proposes a dual-store design strategy using QR and NFC-enabled touchpoints
  • Enhanced trial room lighting contributes to brand resilience and customer loyalty

Cite This Study

Mishra et al. (2026) studied this question.

synapsesocial.com/papers/69cf5eee5a333a821460db14https://doi.org/10.56975/ijnrd.v11i2.312757
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1Phygital retail environments and store visit intention: the role of self-expansion2026
  2. 2Modern Retail Experience Design for Gen Z and Millennials in India: The Roles of Convenience, Personalization, and Sustainability2026
  3. 3Navigating the Omnichannel Trust Divide: A Comparative Study of Brand Perception, Perceived Risk, and Buying Preferences among Indian Women Fashion Consumers2025
  4. 4From Shelves to Screens: Conceptualizing Phygital Retailing in Supermarkets through the S-O-R Framework2025
  5. 5Phygital Retail: From Personalization to Collective Action2026 · 1 citations