This study explores the integration of PLS-SEM with qualitative methods to enhance the understanding of consumer behavior in retail contexts. The authors propose an advanced mixed methods approach that combines exploratory, explanatory, and intervention designs to provide a comprehensive analysis of shopping applications. The study consists of three sequential studies: an exploratory qualitative study to identify key dimensions of perceived value, a quantitative study using fictional apps to test the model, and a final qualitative study to enrich the results with ecological validity. The results show that exploratory studies help identify contingent concepts for PLS-SEM testing, while a final qualitative study provides fine-grained insights for intervention. The authors present a checklist for researchers to integrate advanced mixed methods with PLS-SEM, emphasizing the importance of context-specific measurement tools and the need to consider both quantitative and qualitative data. The study highlights the value of mixed methods in addressing the limitations of purely quantitative approaches, particularly in contexts where field access is limited. The findings suggest that perceived value is positively related to engagement, with differences observed between shopping and convenience stores. The study also underscores the importance of privacy and intrusiveness in the use of shopping applications, and the need for seamless, pleasurable experiences to enhance customer satisfaction. Overall, the study demonstrates the effectiveness of combining PLS-SEM with qualitative methods to provide a more nuanced understanding of consumer behavior in retail contexts.This study explores the integration of PLS-SEM with qualitative methods to enhance the understanding of consumer behavior in retail contexts. The authors propose an advanced mixed methods approach that combines exploratory, explanatory, and intervention designs to provide a comprehensive analysis of shopping applications. The study consists of three sequential studies: an exploratory qualitative study to identify key dimensions of perceived value, a quantitative study using fictional apps to test the model, and a final qualitative study to enrich the results with ecological validity. The results show that exploratory studies help identify contingent concepts for PLS-SEM testing, while a final qualitative study provides fine-grained insights for intervention. The authors present a checklist for researchers to integrate advanced mixed methods with PLS-SEM, emphasizing the importance of context-specific measurement tools and the need to consider both quantitative and qualitative data. The study highlights the value of mixed methods in addressing the limitations of purely quantitative approaches, particularly in contexts where field access is limited. The findings suggest that perceived value is positively related to engagement, with differences observed between shopping and convenience stores. The study also underscores the importance of privacy and intrusiveness in the use of shopping applications, and the need for seamless, pleasurable experiences to enhance customer satisfaction. Overall, the study demonstrates the effectiveness of combining PLS-SEM with qualitative methods to provide a more nuanced understanding of consumer behavior in retail contexts.