Phygital retail experiences connect physical and digital worlds together to create unique experiences among customers. Despite the widespread uses and applications of phygital retailing, the involvement-patronage link remains unexplored. This paper thus aims to make up this gap by examining the effects of customer involvement on their patronage intentions in the phygital retail context. More specifically, building on the social exchange theory, this paper mainly addresses the effects of five dimensions of involvement on customer engagement; and the influence of customer engagement on their patronage intentions in the phygital retailing. The role of customer innovativeness as a boundary condition is also explored. Data were collected from 237 customers who experienced phygital retail stores and analyzed through structural equation modeling. The results show that five facets of involvement (i.e., risk importance, risk probability, sign, interest, and pleasure) affect customer engagement, which eventually affects customers’ patronage intentions of phygital products. This study further identifies that the effects of each dimension of involvement on customer engagement are higher (lower) among the customers with high (low) innovativeness. The findings of the study offer significant theoretical and managerial implications.

Phygital 零售体验将物理世界和数字世界连接在一起，为客户创造独特的体验。尽管实体零售有广泛的用途和应用，但参与-赞助的联系仍未得到探索。因此，本文旨在通过检查客户参与对其在物理零售环境中的惠顾意图的影响来弥补这一差距。更具体地说，本文以社会交换理论为基础，主要探讨参与的五个维度对客户参与的影响；以及客户参与对他们在实体零售中的惠顾意图的影响。还探讨了客户创新作为边界条件的作用。从体验过实体零售店的 237 位客户收集数据，并通过结构方程模型进行分析。结果表明，参与的五个方面（即风险重要性、风险概率、标志、兴趣和愉悦度）影响客户参与度，最终影响客户对物理产品的惠顾意愿。本研究进一步确定，在具有高（低）创新性的客户中，每个参与维度对客户参与的影响更高（更低）。研究结果提供了重要的理论和管理意义。本研究进一步确定，在具有高（低）创新性的客户中，每个参与维度对客户参与的影响更高（更低）。研究结果提供了重要的理论和管理意义。本研究进一步确定，在具有高（低）创新性的客户中，每个参与维度对客户参与的影响更高（更低）。研究结果提供了重要的理论和管理意义。