The dimensions of phygital autonomy: losing some, gaining some

Abstract

Digital retailing is omnipresent, such that shoppers increasingly interact with digital devices in physical stores. In service interactions involving the use of digital devices, shoppers attain novel forms of support, but they still need a means to achieve a sense of autonomy. To address this challenge, the current article reports on a qualitative analysis that reveals three main dimensions of phygital autonomy (visual, verbal, and kinetic) that relate to fundamental human senses and may enhance or undermine shoppers’ perceived autonomy, due to their extension or restriction. By reviewing the concept of autonomy across distinct retail settings, this study also provides theoretical and practical insights for how to reconcile shoppers’ autonomy dilemma, across their desires for freedom of action, freedom of choice, and human support.

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