Understanding Consumer Adoption of Phygital Services: An SEM–fsQCA Approach

Abstract

This study investigates how seamlessness, personalization, compatibility, and perceived risk influence consumers’ usage intention toward phygital services and, in turn, their perceived value and customer engagement. Drawing on the stimulus–organism–response (SOR) framework and innovation diffusion theory, data were collected from 350 Vietnamese consumers and analyzed using both SEM and fsQCA. Results show that personalization, seamlessness, and low perceived risk significantly drive usage intention, which fully mediates their impact on value and engagement. Compatibility showed mixed effects across methods. The fsQCA further revealed multiple pathways leading to both positive and negative outcomes. These findings offer theoretical insights and practical guidance for designing phygital retail systems that maximize user intention, perceived value, and engagement.