Phygital retail: an integrated model of consumers’ intentions to purchase in phygital stores

Purpose The rapid transformation of retail operations has stimulated the growth of phygital stores, which unite digital and physical elements to create more involved customer interactions. This study aims to propose a model of consumers’ purchase intentions in phygital stores, drawing on the technology acceptance model (TAM) and the theory of consumption values (TCVs). Design/methodology/approach A quantitative method was used, and the data were analysed using partial least squares structural equation modelling to analyse 308 survey responses collected from phygital store consumers in Malaysia. Findings The study demonstrates that perceived ease of use and perceived usefulness have a significant and positive impact on functional value. Furthermore, it is found that, except for social value, the other values, such as functional value, emotional value, epistemic value and conditional value, significantly and positively affect purchase intentions. Originality/value This research contributes to the phygital retailing literature by integrating the TAM and the TCV to develop a comprehensive model to uncover influential factors that encourage consumers’ purchase intentions. Additionally, the findings provide valuable insights for practical retail applications by offering strategic guidance to optimise phygital retail experiences in an effort to motivate consumers to make purchases in phygital stores.