Research Article 26
Journal of Management Sciences - Volume 11, Issue 2 2024
By Shamas ur Rehman, ZHOU Jing, Imran M Qureshi
10.20547/jms.2014.2411202
Keywords: Experiential Value, Perceived Quality, Phygital Retail, Luxury Goods, Utilitarian Experiences, Social Experiences, Hedonic Experiences, Playfulness Experiences, Consumer Behaviour, Structural Equation Modelling.

The luxury goods sector is experiencing a substantial transformation due to the amalgamation of physical and digital experiences, altering customer interactions with companies. This progress is propelled by the implementation of phygital retail. This study seeks to analyze the impact of experiential dimensions—hedonic, utilitarian, social, and playful—on quality perceptions in luxury physical retail environments. This study demonstrates that experiential value substantially mediates the connection between consumer experiences and perceived quality, offering practical insights for utilizing phygital techniques to improve brand perceptions and customer loyalty. A quantitative investigation involving 351 people from Chengdu, China, use structural equation modeling (SEM) to examine the mediational pathways. This study examines how experiencing value mediates the relationships using frameworks such as experiencing Marketing Theory, Aaker’s Brand Equity Model, and Cognitive Appraisal Theory. The results offer practical guidance for luxury marketers to utilize phygital tactics in creating immersive, engaging, and premium brand experiences. This study enhances the theoretical dialogue on phygital luxury branding and emphasizes experience value as a crucial element in consumer-brand interactions.

Submission Date: 17 Dec, 2024 Reviews Completed: 2 Jan, 2025
Acceptance Date: 9 Jan, 2025 Publication Date: 2 Feb, 2025