Phygital retail environments and store visit intention: the role of self-expansion
Woo Bin Kim, Jaleesa Reed, So-Yeon YoonPurpose
As retail environments rapidly evolve, the integration of physical and digital channels – known as phygital retail – has become central to contemporary consumer experience. This study examines how environmental phygitality (low vs. high) influences consumer evaluations of the retail environment and their intentions to visit the store, drawing on self-expansion theory.
Design/methodology/approach
Based on a controlled online experiment (N = 212) comparing low- and high-phygital fashion retail environments, we examined the sequential mediating roles of perceived playfulness, perceived usefulness and self-expansion on consumers' intentions to visit a store.
Findings
Higher phygitality of the retail environment increases store visit intention through both hedonic and utilitarian routes that foster a sense of personal growth. The direct effect of phygitality on visit intention is not significant, indicating that its influence operates through these psychological mechanisms. Moreover, these effects are significantly attenuated among consumers who are less comfortable with emerging technologies.
Research limitations/implications
This study used a controlled three-dimensional (3D) virtual store presented through pre-recorded videos to ensure consistent exposure; however, this approach limited the realism of interactive navigation. Future research could employ immersive, metaverse-based environments to examine consumer behaviour under more natural conditions. The sample focused on younger U.S. consumers (18–39), limiting generalizability across age groups and cultural contexts. Future studies may also extend the moderating scope from technology avoidance to broader technology readiness and adopt cross-cultural or longitudinal designs to further validate the self-expansion mechanism.
Practical implications
Retailers can strengthen store visit intentions by integrating interactive technologies that support both hedonic and utilitarian engagement. Features such as interactive mirrors, digital kiosks and adaptive displays can enhance perceptions of playfulness and usefulness, fostering richer customer experiences. For consumers with higher technology avoidance, simplified interfaces and optional staff assistance can reduce discomfort and encourage participation. By combining personalization, creativity and social interaction within in-store technologies, retailers can transform physical stores into experiential platforms that deepen customer engagement and support stronger relationships with the brand.
Social implications
By framing technology-enhanced shopping as a form of self-expansion, this study highlights retail's potential to support consumers' psychological well-being. Thoughtfully designed phygital environments can foster self-expression, learning and social connection rather than intensify digital fatigue or exclusion. Recognizing differences in technological comfort, retailers and designers can promote digital inclusion through intuitive, human-centred systems. Such environments may broaden participation among technology-averse users and support more equitable access to digitally integrated retail experiences across diverse consumer groups.
Originality/value
By conceptualizing phygitality at the environmental level and identifying the utilitarian–identity nexus, this study extends self-expansion theory to hybrid retail settings. We clarify the psychological processes through which digitally integrated shopping environments stimulate store visit intention by demonstrating how functional utility facilitates personal growth.