The Tech-Enabled Shopper Impacting a Phygital Retail Complex System Stimulated by Adaptive Retailers’ Valorization of an Increasingly Complex E-Commerce
The rise of the experience economy, driven by disruptive technologies delivering innovative experiences, has transformed the interactions between tech-enabled shoppers and the phygital retail complex system. An important knowledge gap is addressed in our study by evaluating shoppers’ perceptions of...
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| Format: | Article |
| Language: | English |
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MDPI AG
2025-02-01
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| Series: | Systems |
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| Online Access: | https://www.mdpi.com/2079-8954/13/3/152 |
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| author | Theodor Valentin Purcărea Ştefan-Alexandru Ionescu Ioan Matei Purcărea Irina Purcărea Alexandra Georgiana Ionescu |
| author_facet | Theodor Valentin Purcărea Ştefan-Alexandru Ionescu Ioan Matei Purcărea Irina Purcărea Alexandra Georgiana Ionescu |
| author_sort | Theodor Valentin Purcărea |
| collection | DOAJ |
| description | The rise of the experience economy, driven by disruptive technologies delivering innovative experiences, has transformed the interactions between tech-enabled shoppers and the phygital retail complex system. An important knowledge gap is addressed in our study by evaluating shoppers’ perceptions of disruptive technologies and the adaptive challenges that retailers face in securing consistency within a highly complex e-commerce landscape shaped by transformative interactions. A quantitative analysis was carried out using structural equation modeling (SEM) and survey data from an international supermarket chain integrating physical and digital retail spaces. We propose a novel framework to explore how retailers can harness data-driven insights and disruptive technologies to optimize the phygital shopping experience and adapt to the shift from multichannel and omnichannel strategies to optichanneling, as well as respond to societal shifts, including the role of digital natives and the expanding influence of the metaverse. This framework integrates key principles such as emergence, feedback, and criticality. The research reveals key findings about transformative shopper experiences across phygital retail touchpoints that influence shoppers’ perceptions and behaviors. Based on these identified key insights, as shoppers increasingly expect seamless interactions, the framework includes practical recommendations for retailers relating to several key areas, including leveraging the metaverse for refined shopper engagement. |
| format | Article |
| id | doaj-art-305695c92c4d4c01a3ceae404b3cbf27 |
| institution | DOAJ |
| issn | 2079-8954 |
| language | English |
| publishDate | 2025-02-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Systems |
| spelling | doaj-art-305695c92c4d4c01a3ceae404b3cbf272025-08-20T02:43:03ZengMDPI AGSystems2079-89542025-02-0113315210.3390/systems13030152The Tech-Enabled Shopper Impacting a Phygital Retail Complex System Stimulated by Adaptive Retailers’ Valorization of an Increasingly Complex E-CommerceTheodor Valentin Purcărea0Ştefan-Alexandru Ionescu1Ioan Matei Purcărea2Irina Purcărea3Alexandra Georgiana Ionescu4Management-Marketing Department, Faculty of Management-Marketing, Romanian-American University, 012101 Bucharest, RomaniaDepartment of Applied Economics and Quantitative Analysis, Faculty of Business and Administration, University of Bucharest, 030018 Bucharest, RomaniaManagement-Marketing Department, Faculty of Management-Marketing, Romanian-American University, 012101 Bucharest, RomaniaManagement and Organisations Department, Rennes School of Business, 35065 Rennes, FranceStatistics and Econometrics Department, Faculty of Economic Cybernetics, Statistics and Informatics, The Bucharest University of Economic Studies, 010552 Bucharest, RomaniaThe rise of the experience economy, driven by disruptive technologies delivering innovative experiences, has transformed the interactions between tech-enabled shoppers and the phygital retail complex system. An important knowledge gap is addressed in our study by evaluating shoppers’ perceptions of disruptive technologies and the adaptive challenges that retailers face in securing consistency within a highly complex e-commerce landscape shaped by transformative interactions. A quantitative analysis was carried out using structural equation modeling (SEM) and survey data from an international supermarket chain integrating physical and digital retail spaces. We propose a novel framework to explore how retailers can harness data-driven insights and disruptive technologies to optimize the phygital shopping experience and adapt to the shift from multichannel and omnichannel strategies to optichanneling, as well as respond to societal shifts, including the role of digital natives and the expanding influence of the metaverse. This framework integrates key principles such as emergence, feedback, and criticality. The research reveals key findings about transformative shopper experiences across phygital retail touchpoints that influence shoppers’ perceptions and behaviors. Based on these identified key insights, as shoppers increasingly expect seamless interactions, the framework includes practical recommendations for retailers relating to several key areas, including leveraging the metaverse for refined shopper engagement.https://www.mdpi.com/2079-8954/13/3/152phygital retail complex systemdisruptive technologiese-commerceretailers’ enhanced capabilitiestech-enabled shopperinnovative experience |
| spellingShingle | Theodor Valentin Purcărea Ştefan-Alexandru Ionescu Ioan Matei Purcărea Irina Purcărea Alexandra Georgiana Ionescu The Tech-Enabled Shopper Impacting a Phygital Retail Complex System Stimulated by Adaptive Retailers’ Valorization of an Increasingly Complex E-Commerce Systems phygital retail complex system disruptive technologies e-commerce retailers’ enhanced capabilities tech-enabled shopper innovative experience |
| title | The Tech-Enabled Shopper Impacting a Phygital Retail Complex System Stimulated by Adaptive Retailers’ Valorization of an Increasingly Complex E-Commerce |
| title_full | The Tech-Enabled Shopper Impacting a Phygital Retail Complex System Stimulated by Adaptive Retailers’ Valorization of an Increasingly Complex E-Commerce |
| title_fullStr | The Tech-Enabled Shopper Impacting a Phygital Retail Complex System Stimulated by Adaptive Retailers’ Valorization of an Increasingly Complex E-Commerce |
| title_full_unstemmed | The Tech-Enabled Shopper Impacting a Phygital Retail Complex System Stimulated by Adaptive Retailers’ Valorization of an Increasingly Complex E-Commerce |
| title_short | The Tech-Enabled Shopper Impacting a Phygital Retail Complex System Stimulated by Adaptive Retailers’ Valorization of an Increasingly Complex E-Commerce |
| title_sort | tech enabled shopper impacting a phygital retail complex system stimulated by adaptive retailers valorization of an increasingly complex e commerce |
| topic | phygital retail complex system disruptive technologies e-commerce retailers’ enhanced capabilities tech-enabled shopper innovative experience |
| url | https://www.mdpi.com/2079-8954/13/3/152 |
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