A Scope–Scale Framework of Phygital Experience Design: Culturally Situated Identity and Symbolic Engagement Among Gen Z Consumers

This study aims to develop a theory-informed framework explaining how scope (integration intensity) and scale (implementation breadth) shape phygital consumer experience among Gen Z consumers in South Korea and the United States. Applying a comparative case design (Nike, Musinsa, Melon, Spotify, Urban Outfitters), the study illustrates typology-driven theorizing for emerging phenomena by interpreting platform touchpoints, brand narratives, interfaces, and user artifacts to inductively derive a scope–scale typology. The typology delineates four strategic configurations—Integrated & Scaled, Immersive & Experimental, Tactical & Event-Driven, and Symbolic & Scalable—and advances propositions linking scope–scale alignment to identity formation, cultural resonance, scalable symbolism, and ecosystem coherence. Findings indicate that 1) high-scope ecosystems intensify symbolic interaction and identity play; 2) localized, high-scope designs amplify affective engagement by aligning with cultural schemas; 3) low-scope, high-scale formats can rival immersive systems by ritualizing shareable, algorithmically personalized episodes; and 4) globally scaled, high-scope ecosystems yield sustained experiential value through cross-touchpoint coherence. Moreover, cross-cultural contrasts suggest that Korean Gen Z consumers favor place-situated, communal rituals, while American Gen Z consumers tend toward episodic, self-curated expression. This scope–scale framework contributes by bridging phygital ecosystem design with cultural logic and symbolic meaning, providing a typological lens for juxtaposing hybrid marketing strategies and guiding practitioners on when to privilege immersion vs. symbolism and local adaptation vs. global reach.