Plithogenic Hypothesis on the Influence of Electronic Commerce on Retail Sales Dynamics in Shopping Centers

Abstract

The present research addresses the growing argument on the ways in which e-commerce is changing dynamics in shopping centers by offering a plitogenic hypothesis that looks into the intricacies between the two worlds. The present research goes into duality of these selling environments and their coexistence in a backdrop of challenging traditional models of buying which digital platforms are. Despite the rich literature on electronic commerce and retail, most of the studies have isolated perspectives on the subject, avoiding interrelations that properly emerge from online commerce and physical shopping centers. The study attempts to fill that theoretical gap by applying an innovative approach to analyzing how these two selling models interact while at the same time interacting in a world that changes quickly in customer behavior. In a mixed-method approach, that is, it combines both qualitative and quantitative analysis, this paper uses a plitogeni [c] approach, done to capture the complexities and contingencies of decisions involving consumer purchases. This indicates that the two do not really oppose each other but are two realities that exist in relation to the other; sometimes they negate each other and sometimes they do not under the conditions of convenience or experience. It is one research study that extended not only the theoretical understanding of the relationships between these two worlds of retail but gave tremendous practical implications, such as the design of hybrid strategies using the strengths of both channels. In short, the paper highlights the importance of rethinking business dynamics in a setting dominated by hybridity of platforms, with the ultimate aim being increasing effectiveness both online and at the point of physical sale.