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Phygital marketing, which integrates digital technologies with physical store experiences, is reshaping consumers’ shopping experiences and technology acceptance processes. This study comparatively examines the phygital marketing experiences of Generations Y and Z within the Technology Acceptance Model (TAM). A qualitative comparative case study design was employed. The study group consisted of 12 participants with phygital marketing experience, including six from Generation Y and six from Generation Z, selected through purposive sampling. Data were collected through semi-structured interviews and analyzed using MAXQDA. The analysis identified five themes, fourteen categories, and 264 coded segments. The findings indicate that both generations generally evaluate phygital applications positively and associate them with usefulness and ease of use. However, Generation Y more frequently emphasizes trust, institutional reliability, and psychological comfort, whereas Generation Z emphasizes speed, personalization, entertainment, innovation, and autonomy. The study contributes to TAM and phygital marketing literature by showing that similar technology acceptance processes can acquire different experiential meanings across generations.
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