Search Results (5)

As digital consumption increasingly unfolds in hybrid phygital environments, algorithmic systems play a growing role in shaping user choices, perceptions of fairness, and sustainability-related behaviour. Prior research has examined sustainable consumption, digital nudging, platform trust, and consumer behaviour in digital settings, but has rarely integrated perceived algorithmic fairness, digital resilience, and algorithmic responsibility perception within a single user-centered framework. Addressing this gap, this study develops and tests a multidimensional model of sustainable platform behavior (SPB). Using a triangulated design that combines bibliometric support analysis, PLS-SEM modelling, multi-group analysis, and cluster-based user segmentation, the study identifies three distinct user types and examines the relationships among the focal constructs. The results show that perceived fairness significantly predicts ARP (β = 0.493, p < 0.001), while both ARP (β = 0.427, p < 0.001) and digital resilience (β = 0.263, p < 0.001) independently contribute to SPB. The findings indicate that sustainable platform behavior is shaped not only by intention, but also by fairness perceptions, adaptive user capacity, and responsibility-based evaluations of platform systems. The study offers a user-centered framework with practical implications for designing more responsible, transparent, and sustainability-oriented digital platforms. Full article

This study introduces a comprehensive phygital framework tailored for small local museums, addressing the unique challenges of textile exhibitions. By seamlessly integrating physical artifacts with advanced digital tools through a user-centered design–thinking approach, the platform transforms traditional museum visits into hybrid experiences. The research addresses challenges faced by small museums, such as limited interactivity, static information presentation, and resource constraints. The findings demonstrate that the phygital platform significantly enhances visitor satisfaction, usability, and engagement. Features like mobile applications, chatbots, and gamification foster dynamic interactions, increasing interest in historical textile collections. The evaluation highlights positive impacts on visitor learning and accessibility, with high usability scores and favorable feedback confirming the platform’s success. By bridging physical and digital realms, the platform empowers small local museums to modernize their exhibition experience offerings while preserving their authenticity and cultural significance. This study contributes to the growing literature on phygital strategies in museum contexts, offering practical recommendations for implementing such platforms in resource-constrained settings. The findings underscore the potential of phygital approaches to foster deeper connections with cultural heritage, ensure broader accessibility, and support sustainable visitor engagement. Full article

An increasingly important aspect of analyzing the challenges facing cities today is the integration of nature. Nature-based solutions have the potential to successfully cope with the adverse effects of extensive urbanization and climatic change. On the other hand, the incorporation of smartness in cities is a critical issue. This paper aims to analyze the steps towards integrating nature-based solutions and smart city aspects to develop a web-based data platform that focuses on tackling and investigating the role of nature-based solutions in city health and well-being and returns a digital twin of the natural and built environment, including health-related key performance indicators. Seven pilot cities are used as a basis for the analysis. The architecture of a smart green city data platform is described. The interaction with the citizens is ensured through apps and games. The paper lays the foundation for a future “phygital” NBS world. Full article

Interest in the application of phygital marketing to retail commerce has increased in recent years. Implicit in this excitement is the notion that physical experiences provide unique value above and beyond what can be offered via digital means, and therefore that combining the two can galvanize sales. However, the specific sources of this marketing potential remain undertheorized and the factors determining the appropriateness of such implementations remain unclear. Based on an extensive review of relevant literatures, we begin by considering a particularly important potential source of phygital marketing’s power. Specifically, we bring together findings from consumer psychology and neuroscience to provide a mechanistic account explaining how the combination of reduced “pain of payment”, facilitated by digital purchasing technologies, and the product attachment generated by real or simulated product experiences prior to purchase holds the potential to increase sales. We then propose a more general theoretical framework grounded on a review of primary and secondary research findings from consumer psychology and consumer neuroscience to explain the potential power of phygital marketing experiences, account for their unique value, and provide a platform for future research. The paper equips both academics and practitioners with a better and more scientific understanding of the practical dimensions of phygital commerce and lays a foundation for future enquiry. Full article

In this article we present the Phygital Game project, a mixed-reality game platform in which children can play with or against a robot. The project was developed by adopting a human-centered design approach, characterized by the engagement of both children and parents in the design process, and situating the game platform in a real context—an educational center for children. We report the results of both the preliminary studies and the final testing session, which focused on the evaluation of usability factors. By providing a detailed description of the process and the results, this work aims at sharing the findings and the lessons learned about both the implications of adopting a human-centered approach across the whole design process and the specific challenges of developing a mixed-reality playground. Full article