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

IF 15.6 1区管理学 Q1 BUSINESS

Journal of Innovation & Knowledge Pub Date : 2025-01-01 DOI:10.1016/j.jik.2024.100642

Rana Salman Anwar , Rizwan Raheem Ahmed , Dalia Streimikiene , Wadim Strielkowski , Justas Streimikis

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引用次数: 0

Abstract

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.

查看原文本刊更多论文

客户参与、创新和可持续消费：分析个性化、创新、可持续的数字产品

本研究探讨了在电子商务中起关键作用的因素之间的关系。本研究旨在检验顾客参与、创新和消费者对植物数码产品的行为对光顾意向的直接关系。此外，本研究还探讨了消费者对植物数码产品的行为对顾客参与和对植物数码产品的光顾意向之间的直接关系所起的中介作用，以及创新和可持续消费水平所起的调节作用。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Innovation & Knowledge Multiple-

CiteScore

16.10

自引率

12.70%

发文量

118

审稿时长

37 days

期刊介绍： The Journal of Innovation and Knowledge (JIK) explores how innovation drives knowledge creation and vice versa, emphasizing that not all innovation leads to knowledge, but enduring innovation across diverse fields fosters theory and knowledge. JIK invites papers on innovations enhancing or generating knowledge, covering innovation processes, structures, outcomes, and behaviors at various levels. Articles in JIK examine knowledge-related changes promoting innovation for societal best practices. JIK serves as a platform for high-quality studies undergoing double-blind peer review, ensuring global dissemination to scholars, practitioners, and policymakers who recognize innovation and knowledge as economic drivers. It publishes theoretical articles, empirical studies, case studies, reviews, and other content, addressing current trends and emerging topics in innovation and knowledge. The journal welcomes suggestions for special issues and encourages articles to showcase contextual differences and lessons for a broad audience. In essence, JIK is an interdisciplinary journal dedicated to advancing theoretical and practical innovations and knowledge across multiple fields, including Economics, Business and Management, Engineering, Science, and Education.