**How the Phygital Shopping Experience Drives Patronage Intention: An Empirical Study Based on the Stimulus-Organism-Response Framework** **Jialin Liu**^a^ ^a School of Management and Marketing, Faculty of Business and Law, Taylor’s University, No. 1, Jalan Taylor’s, 47500 Subang Jaya, Malaysia **Weixiang Gan**^b,c,^\* ^b Post-Doctorate Researcher, Lincoln University College, 47301 Petaling Jaya, Malaysia ^c Langfang Zhenguigu Technology Co., Ltd., Langfang 065000, China **Mengfei Xiao**^d^ ^d Post-Doctorate Researcher, Lincoln University College, 47301 Petaling Jaya, Selangor Darul Ehsan-47301, Malaysia **Tara Ahmed Mohammed**^f^ ^f Graduate School of Business, SEGi University, 47810 Petaling Jaya, Malaysia **Abstract:** Background: Phygital retailing integrates physical and digital touchpoints through AR, VR and XR, but its benefits and technology-related strain are seldom examined together. Methods: Using the stimu-lus-organism-response framework, this exploratory study models the phygital shopping experience (_PSE_) as the stimulus; customer engagement (_CE_), sense of immersion (_SOI_) and techno-stress (_TS_) as organ-ismic states; and patronage intention (_PI_) as the response. Survey data from 100 respondents were ex-amined with reliability and diagnostic factor analyses, convergent and discriminant validity checks, standardised regressions and bootstrap mediation. Results: Reliability was high (Cronbach’s alpha = 0.883‒0.971), although the 13-item CE scale may contain redundant content and _PSE_-_CE_ discriminant validity was borderline. _PSE_ predicted _CE_ (_β_ = 0.777), SOI (_β_ = 0.640) and _TS_ (_β_ = 0.565). In the _PI_ model (R² = 0.644), _CE_ was positive (_β_ = 0.853, p < 0.001) and _TS_ was negative (_β_ = −0.201, _p_ < 0.05); bootstrap estimates supported a positive indirect effect through _CE_ and a countervailing negative indirect effect through _TS_. Conclusions: The findings provide preliminary evidence that engagement is the principal route from phygital experience to patronage, while techno-stress erodes part of that benefit. The small, convenience-based and demographically concentrated sample limits generalisability; larger studies using uniform response scales and CFA/SEM are needed. **Keywords:** Phygital Shopping, Customer Engagement, Sense of Immersion, Techno-Stress, Patronage Intention, S-O-R Framework **Citation:** Liu, J., Gan, W., Xiao, M., & Mohammed, T. A. (2026). How the Phygital Shopping Experience Drives Patronage Intention: An Empirical Study Based on the Stimulus-Organism-Response Framework. _Business and Management Perspectives_, 1–17.