Abstract
Phygital retailing connects physical and digital world to build unique customer experiences. Although the applications of phygital retailing are increasing, it is yet to understand what factors may influence customer experiences, especially among the hedonic factors. This study thus examines this gap by exploring the hedonic factors that affect customer experiences in phygital retailing. Moreover, the role of gender is also explored as a boundary condition. This study is conducted using as a sample of 237 customers who experienced phygital retailing in China. Data are analyzed using PLS and PROCESS macro, which indicate that hedonic factors (i.e., mental imagery, entertainment, and aesthetics) affect customer experiences, which eventually affect customers’ decision satisfaction. This study further finds that the impacts of mental imagery, entertainment and aesthetics on customer experiences are higher for female customers than for male customers.
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