Title: Customer engagement in phygital retailing: study of antecedents and outcomes within the activity theory

Authors: Fatma Choura; Oussama Jemai

Addresses: Higher Institute of Computer Science, University of Tunis El Manar, 2080, Ariana, Tunisia; University Manouba, ISCAE, LIGUE LR99ES24, Campus Universitaire Manouba, 2010, Tunisia ' Higher Institute of Management, University of Tunis, Tunis, Tunisia

Abstract: This research aims to study customer engagement in the context of phygital stores within the theoretical framework of activity theory. Phygital retailing is a form of hybrid retail combining connected and physical stores. Phygital stores are physical but totally connected and automated spaces. The objective is to test the impact of perceived ease of use, perceived usefulness, need for interaction and social support on consumer engagement and the impacts that consumer engagement can have on attitude toward using new technology and its reuse intention. A quantitative survey was conducted among 230 customers of banking phygital agencies using face to face questionnaires in a real context of service purchasing. The results confirm the positive influence of perceived ease of use, perceived usefulness and need for interaction on consumer engagement. The social support is not supported as a significant antecedent of consumer engagement. Concerning the outputs, consumer engagement influences significantly attitude and reuse intention. This research advances the literature on retailing by studying the cognitive and behavioural dimensions of engagement with reference to the activity theory.

Keywords: phygital retail; customer engagement; activity theory; perceived ease of use; perceived usefulness; social interaction; attitude; reuse intention.

DOI: 10.1504/IJEMR.2025.149550

International Journal of Electronic Marketing and Retailing, 2025 Vol.16 No.6, pp.621 - 645

Received: 11 Jan 2023
Accepted: 24 Apr 2023
Published online: 07 Nov 2025 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article