Reliability and validity of the Thai version of the Rapid Mood Screener (RMS-T).

In the era where digital transformations rapidly shape human experiences, the boundaries between the physical and digital worlds are significantly dissolving. This convergence has given rise to the concept called “Phygital,” which was first founded by an Australian marketing agency called Momentum in 2013 []. The term phygital is widely defined as a hybrid concept that combines physical with digital elements and strategies to create interactive and personalized customer experiences [,]. For example, phygital tools that are involved in our day-to-day activities are basically contactless payment systems, interactive touch screens, and augmented reality, which make things more convenient [–]. This concept seamlessly facilitates day-to-day life, by making major changes in consumers’ behaviors and offering more dynamic connections between the physical and digital environments [,]. Moreover, while omnichannel and multichannel strategies are primarily focused on integration and management of distribution channels, the phygital customer experience (PH-CX) framework moves beyond this channel logic [,]. With this context, physical and digital elements are intentionally combined to create a seamless continuum of value across online and offline settings. This definition follows Batat’s conceptual framework, which positions phygital as a consumer-centered ecosystem rather than a simple channel strategy. Phygital is more than the mere connection of points of sale; it represents a holistic ecosystem that makes the customer journey seamless across physical and digital domains. Contrastingly, omnichannel emphasizes transactional continuity, phygital prioritizes a sustained continuous stream of values such as financial, symbolic, social, and affective which are delivered via hybrid experiences that fuse sensory design, technology, and experiential features [,]. Aligning with this, phygital should be operationalized as an experience construct, and not as a channel-management label. Even though this concept has rapidly evolved globally, as a whole, there is very little practicality among retailers and consumers. Researchers [–] have highlighted that the phygital concept is gaining traction, while widespread consumer understanding and adoption are still in early stages. By aligning with this fact, a developing country will face a situation on how to effectively accept and transform its businesses into a phygital experience-based store. However, the concern is that this concept has already been integrated with the consumer electronics retail sector [], but such integrations by the retailer have happened without a proper understanding of the phygital concept and also without the intentional involvement of customers. The absence of practicability creates a problem in investigating the phygital concept in the Sri Lankan context. Notably, phygital is an evolving ecosystem that can also be applicable for various sectors, such as the retail sector, education, fashion, banking, and insurance sectors []. Even though past literature has focused on sporting goods, banking, and other related sectors [–], they haven’t given much attention to the consumer electronics retail sector. Therefore, the main target audience of the study is customers using consumer electronics products such as smartphones, televisions, etc., which typically involve a combination of online information search and in-store evaluation prior to purchase. This blend of experience perfectly aligns with the concept of phygital, which integrates physical and digital touchpoints to enhance customer experience [,]. According to [], the country (Sri Lanka) demonstrates a high level of digital readiness, amounting to over 12 million internet users, 29 million cellular mobile subscriptions and 21 million mobile broadband subscriptions. Hence, the widespread mobile connectivity suggests that consumers are routinely exposed to both online and offline touchpoints, enabling them to seamlessly interact with the mixed realms. Furthermore, [] has stated that, consumer electronics have become an essential component that has a huge ability to shape our contemporary living and the way people interact with the world. Lastly, [] has stated that the global consumer electronics market has a significant and sustainable growth and demand for the present, as well as in the future. Hence, this represents a problem in examining Phygital Experience (PE) behaviors in the consumer electronics retail sector. In addition to that, Gen Z are those who are purchasing and using consumer electronics products, also having the ability and the familiarity of using digital tools and technologies []. Existing literature [,] shows about targeting a consumer segment that engages heavily with technology and the internet can result in more precise insights and improved marketing approaches. Additionally, studies by [,] highlight that AR enhances the shopping experience of Gen Z by allowing them to visualize products