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The phygital transformation a systematic review and a research agenda

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Main Authors: Cristina, Mele, Tiziana Russo, Spena, Marialuiza, Marzullo
Format: Book
Language:English
Published: Springer 2023
Subjects:
phygital
phygital transformation
Online Access:https://link.springer.com/article/10.1007/s43039-023-00070-7
https://dlib.phenikaa-uni.edu.vn/handle/PNK/8410
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spelling oai:localhost:PNK-84102023-05-05T06:48:27Z The phygital transformation a systematic review and a research agenda Cristina, Mele Tiziana Russo, Spena Marialuiza, Marzullo phygital phygital transformation CC BY The label “phygital” (physical plus digital) has been proposed to describe how companies try to engage customers due to the exploitation of smart technologies. Although used mainly by practitioners, research into phygital’s theoretical development is lacking. We conduct a systematic literature review to obtain an overall vision of the phenomenon and to understand how the scientific debate uses the term. The in-depth analysis allows for the identification of four main aspects: (1) objects and applications, (2) context (space/place), (3) customer journey, and (4) shopping (retail) experience. Using the antecedents, decisions, and outcomes model, we offer an interpretation of the phenomenon in a more comprehensive framework. The development and use of physical and digital objects and applications (i.e., phygital resources) in a phygital context (i.e., spaces and places) affect the customer journey in a phygital manner to enable the development of new forms of phygital experience. 2023-05-05T06:48:27Z 2023-05-05T06:48:27Z 2023 Book https://link.springer.com/article/10.1007/s43039-023-00070-7 https://dlib.phenikaa-uni.edu.vn/handle/PNK/8410 en application/pdf Springer
institution Digital Phenikaa
collection Digital Phenikaa
language English
topic phygital
phygital transformation
spellingShingle phygital
phygital transformation
Cristina, Mele
Tiziana Russo, Spena
Marialuiza, Marzullo
The phygital transformation a systematic review and a research agenda
description CC BY
format Book
author Cristina, Mele
Tiziana Russo, Spena
Marialuiza, Marzullo
author_facet Cristina, Mele
Tiziana Russo, Spena
Marialuiza, Marzullo
author_sort Cristina, Mele
title The phygital transformation a systematic review and a research agenda
title_short The phygital transformation a systematic review and a research agenda
title_full The phygital transformation a systematic review and a research agenda
title_fullStr The phygital transformation a systematic review and a research agenda
title_full_unstemmed The phygital transformation a systematic review and a research agenda
title_sort phygital transformation a systematic review and a research agenda
publisher Springer
publishDate 2023
url https://link.springer.com/article/10.1007/s43039-023-00070-7
https://dlib.phenikaa-uni.edu.vn/handle/PNK/8410
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score 8.891145

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