Beyond technology: Multidimensional consumption values in phygital retailing; a mixed method approach
Beyond technology: Multidimensional consumption values in phygital retailing; a mixed method approach
Alireza Zolfaghari,Simon Somogyi,Kimberly Thomas-Francois,Maryamsadat Hashemi Fesharaki
2025 · DOI: 10.1007/s12525-025-00776-w
Electronic Markets · 7 Citations
TLDR
Results show the significant impact of technological interaction, retail functional, and hedonic values on consumer continuance usage intention, contrary to the prevailing view that technology perception mainly drives adoption.