• Asia Marketing Journal
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• v.26 no.3
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• pp.186-200
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• 2024

Phygital is an approach that integrates digital technology into physical retail spaces to provide innovative and interactive customer experiences. As this approach becomes more widespread, understanding its effects on consumer behavior is crucial. This study aims to bridge this gap by investigating the factors that influence cognitive, emotional, technological, sensory, and social experiences in phygital retail. It also seeks to understand how these factors influence customer engagement, ultimately impacting customers' patronage intentions and recommendation intentions. The study surveyed 380 customers in China who had experienced phygital retail. The results show that various dimensions of customer experience influence customer engagement, with sensory and social encounters having the greatest impact. Customer engagement, in turn, affects customers' patronage intention and recommendation intentions. Importantly, this study examines how specific sub-dimensions of customer experience impact recommendation intentions in a phygital retail environment. These insights provide valuable strategic guidance for service-oriented retailers.

• International Journal of Internet, Broadcasting and Communication
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• v.16 no.4
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• pp.46-61
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• 2024

This study develops design principles for creating phygital (physical and digital) cultural heritage experiences, integrating advanced technologies such as VR/AR, digital twins, and interactive storytelling. Through thematic analysis of existing literature and validation via a professional survey, five key principles were identified: Human-Centered Design, Technological Integration, Narrative Fidelity, Cultural Sensitivity, and Sustainability. These principles offer a framework for preserving cultural authenticity while enhancing user engagement and accessibility. This study explores key challenges in integrating sustainability and cultural authenticity into phygital cultural heritage projects and provides cultural heritage professionals with flexible design strategies that leverage digital technologies to create immersive, educational, and culturally respectful experiences. These adaptable strategies ensure that projects remain viable, relevant, and capable of balancing innovation with preserving heritage integrity.