The Role of Phygital Transformation in Enhancing Consumer Well-Being: Insights from a Qualitative Study

This study examines how phygital business models—integrating digital tools with physical stores—enhance consumer well-being and shopping experiences, demonstrating its potential for improving engagement, loyalty, and sustainability. A qualitative approach was adopted, conducting 15 in-depth interviews in three sectors heavily impacted by e-commerce: electronics, books, and clothing. Participants include 7 Generation Z respondents and 8 Millennials, from urban and small-town settings. Data analysis combined CAQDAS T-Lab software with a manual hermeneutic content analysis. Findings indicate that integrating physical and digital elements in retail enhances consumer engagement and well-being, blending technological convenience with the preferred physical shopping experience.