Unravelling the Influence of Phygital Factors on Purchase Behaviour in Food Retailing
Abstract
Phygital Retailing an integrated concept of bringing both physical and digital retail factors is becoming extremely important in today’s changing retail environment. However, despite its eminent importance, their role in enhancing attitude towards phygital and customers’ purchase behavior remains tenuous in Malaysian phygital retail. Addressing these gaps, this study aims to investigate the role phygital retail factors enhancing attitude towards phygital which subsequently enhances customers’ purchase behavior in phygital retail in Malaysia. By using quantitative methods, deductive approach, and purposive sampling this study has collected the data from phygital retail users of Malaysia. The findings of this study have provided interesting insights into where digital factors significantly contribute to developing favorable attitude towards phygital retail. Whereas physical factors such as merchandise assortment play a significant role while aesthetics was found to have insignificant relationship towards attitude towards phygital retail. This study concludes by providing valuable implications for both theory and practice.
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