Customer engagement, innovation, and sustainable consumption: Analyzing personalized, innovative, sustainable phygital products
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41110%2F25%3A101561" target="_blank" >RIV/60460709:41110/25:101561 - isvavai.cz</a>
Result on the web
<a href="https://www.sciencedirect.com/science/article/pii/S2444569X24001811" target="_blank" >https://www.sciencedirect.com/science/article/pii/S2444569X24001811</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1016/j.jik.2024.100642" target="_blank" >10.1016/j.jik.2024.100642</a>
Alternative languages
Result language
angličtina
Original language name
Customer engagement, innovation, and sustainable consumption: Analyzing personalized, innovative, sustainable phygital products
Original language description
Purpose This research explores the relationship between factors that play a crucial role in e-commerce. This research aimed to check the direct relationship between customer engagement, innovation, and behavior of consumers towards phygital products on patronage intention. Furthermore, this study has explored the mediating role of the behavior of consumers toward phygital products and the moderating role of the level of innovation and sustainable consumption on the direct relationship between customer engagement and patronage intention toward phygital products. Method This study applied decision tree analysis, structural equation modeling (SEM), and artificial neural networks (ANN) to test all these proposed relationships. The data was collected from 412 Pakistani internet users who used different shopping applications. Moreover, JASP 0.19.0.0 was employed for analysis, and the data was collected on existing scales. Findings The findings show that customer engagement, innovation, personalization, and sustainable consumption significantly affect patronage intentions. However, the moderating effect of consumer behavior was not supportive in this study. Decision tree analysis offered a transparent, interpretable framework for comprehending these dynamics, while the neural network model exposed the nonlinear relationships between these variables. Originality/implications This study provides new insights into phygital marketing, notably in Pakistan's fast-growing e-commerce sector. The insights can help marketers optimize their strategy in increasingly linked physical and digital experiences.
Czech name
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Czech description
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Classification
Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
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OECD FORD branch
50202 - Applied Economics, Econometrics
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2025
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Journal of Innovation & Knowledge
ISSN
2530-7614
e-ISSN
2530-7614
Volume of the periodical
10
Issue of the periodical within the volume
1
Country of publishing house
NL - THE KINGDOM OF THE NETHERLANDS
Number of pages
14
Pages from-to
1-14
UT code for WoS article
001383326800001
EID of the result in the Scopus database
2-s2.0-85211193382