Customer engagement, innovation, and sustainable consumption: Analyzing personalized, innovative, sustainable phygital products

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Customer engagement, innovation, and sustainable consumption: Analyzing personalized, innovative, sustainable phygital products

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Customer engagement, innovation, and sustainable consumption: Analyzing personalized, innovative, sustainable phygital products

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50202 - Applied Economics, Econometrics

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2025

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Journal of Innovation & Knowledge

ISSN

2530-7614

e-ISSN

2530-7614

Svazek periodika

10

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

NL - Nizozemsko

Počet stran výsledku

14

Strana od-do

1-14

Kód UT WoS článku

001383326800001

EID výsledku v databázi Scopus

2-s2.0-85211193382