Consumer Innovativeness In The Context Of Phygital Environments, Its Impact On Attitude And Use Intentions

Özet

In contemporary retail environment, a steadily increasing digital orientation is observed. Even within physical retail formats, digital applications are increasingly integrated, leading to practices in which the physical and digital environments are intertwined. This study aims to examine consumers’ perceptions of these practices referred to as “phygital” and to investigate their intention to adopt such emerging applications. The primary objective of this study is to explore consumers’ attitudes toward phygital channels and their reasons for preferring phygital applications. Theory of Planned Behavior serves as the foundation for examining consumers’ innovativeness, attitudes toward phygital retail applications and their intention to use such systems. In order to analyze the stated relationships through convenience sampling, data was collected from 374 respondents. The data was analyzed by SMART PLS 4. The findings show that social and hedonic consumer innovatives have positive relationship with attitude towards phygital applications. On the other hand, cognitive and social motivations of consumer innovativeness are not significantly related to attitude toward phygital tools. These results suggest that functional and hedonic aspects of novelties shall be communicated in phygital retail settings.