This research explores the relationship between factors that play a crucial role in e-commerce. This research aimed to check the direct relationship between customer engagement, innovation, and behavior of consumers towards phygital products on patronage intention. Furthermore, this study has explored the mediating role of the behavior of consumers toward phygital products and the moderating role of the level of innovation and sustainable consumption on the direct relationship between customer engagement and patronage intention toward phygital products.

中文翻译：

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客户参与、创新和可持续消费：分析个性化、创新、可持续的 phygital 产品


本研究探讨了在电子商务中起关键作用的因素之间的关系。本研究旨在检查客户参与度、创新和消费者对 phygital 产品的行为与顾客意愿之间的直接关系。此外，本研究探讨了消费者对 phygital 产品行为的中介作用，以及创新和可持续消费水平对顾客参与度和对 phygital 产品的赞助意愿之间直接关系的调节作用。