Determinants of customer buying behaviour in omnichannel retailing: a systematic literature review and future research directions

IF 3.9 3区 管理学 Q2 BUSINESS
Ajai Pal Sharma, Slađana (Sladjana) Starčević (Starcevic), Raiswa Saha
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引用次数: 0

Abstract

Purpose

Advances in digital technologies and the growing number of touch points have had a significant impact on the shopping behaviour of omnichannel customers. Several research papers have explored different facets of omnichannel, but only a few have thoroughly explored the literature on showrooming and webrooming simultaneously. This paper aims to identify the key groups of antecedents influencing customer buying behaviour in omnichannel, under the influence of digital technologies, with a particular focus on showrooming and webrooming.

Design/methodology/approach

Our study conducted a systematic literature review to identify the factors influencing customers’ buying behaviour in omnichannel, which have been the subject of academic discussion over the last decade. We finalized 149 articles for the thematic analysis and identified three groups of antecedents: channel-related, product-related and consumer-related with their subgroups.

Findings

Under channel-related antecedents, cost and perceived benefits, search convenience, need for interaction and situational circumstances have been identified as major attributes. The expressiveness of the product, product demonstration and search and experienced products have been identified under product-related antecedents, followed by price consciousness, past experiences, perceived risks and shopping motivations as leading attributes under consumer-related antecedents. The study revealed the multifaceted influence of digital technologies on omnichannel buying behaviour. Digital technologies are shaping the antecedents related to channels, products and consumers. Digital technologies simultaneously mediate between antecedents and the selection of a specific path within an omnichannel environment. Showrooming and webrooming should no longer be seen as general concepts. The rise of digital technologies has led to the development of new consumer journey patterns and the blurring of distinctions between showrooming and webrooming. A conceptual framework has been proposed to understand consumers' omnichannel behaviour, having considered the identified antecedents and the role of digital technologies.

Practical implications

This study advances the academic understanding of consumer behaviour in omnichannel under the influence of digital technologies and provides important implications for omnichannel management. With the advancement of digital technologies such as augmented reality and virtual reality, retailers should implement channel integration strategies to bridge the gap between online and offline channels, providing a memorable shopping experience for omnichannel customers.

Originality/value

This study is unique because it identifies and analyses the antecedents of consumer behaviour in omnichannel settings under the influence of digital technologies. It also uncovers new potential combinations of showrooming and webrooming patterns. The proposed framework can help retailers in their future planning of omnichannel strategies.

全渠道零售中顾客购买行为的决定因素:系统文献综述与未来研究方向
目的 数字技术的进步和接触点数量的增加对全渠道顾客的购物行为产生了重大影响。有多篇研究论文探讨了全渠道的不同方面,但同时深入探讨了展厅购物和网络购物的文献却寥寥无几。本文旨在确定在数字技术的影响下,影响顾客全渠道购买行为的关键前因群体,尤其关注展示型顾客和网络型顾客。我们最终确定了 149 篇文章进行专题分析,并确定了三组前因:与渠道相关的、与产品相关的和与消费者相关的及其子组。研究结果在与渠道相关的前因中,成本和感知利益、搜索便利性、互动需求和情景环境被确定为主要属性。产品的表现力、产品展示以及搜索和体验产品被确定为产品相关前因,价格意识、以往经验、感知风险和购物动机被确定为消费者相关前因中的主要属性。研究揭示了数字技术对全渠道购买行为的多方面影响。数字技术正在塑造与渠道、产品和消费者相关的前因。在全渠道环境中,数字技术同时在前因后果和特定路径选择之间起着中介作用。展示型消费和网络型消费不应再被视为一般概念。数字技术的兴起导致了新的消费旅程模式的发展,也模糊了展示型消费和网络型消费之间的区别。这项研究推进了学术界对数字技术影响下全渠道消费者行为的理解,并为全渠道管理提供了重要启示。随着增强现实和虚拟现实等数字技术的发展,零售商应实施渠道整合战略,弥合线上和线下渠道之间的差距,为全渠道顾客提供难忘的购物体验。它还揭示了展示购物和网络购物模式的新的潜在组合。所提出的框架可帮助零售商规划未来的全渠道战略。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
8.00
自引率
15.20%
发文量
29
期刊介绍: Formerly known as Managing Service Quality – Impact Factor: 1.286 (2015) – the Journal of Service Theory and Practice (JSTP) aims to publish research in the field of service management that not only makes a theoretical contribution to the service literature, but also scrutinizes and helps improve industry practices by offering specific recommendations and action plans to practitioners. Recognizing the importance of the service sector across the globe, the journal encourages submissions from and/or studying issues from around the world. JSTP gives prominence to research based on real world data, be it quantitative or qualitative. The journal also encourages the submission of strong conceptual and theoretical papers that make a substantive contribution to the scholarly literature in service management. JSTP publishes double-blind peer reviewed papers and encourages submissions from both academics and practitioners. The changing social structures and values, as well as new developments in economic, political, and technological fields are creating sea-changes in the philosophy, strategic aims, operational practices, and structures of many organizations. These changes are particularly relevant to the service sector, as public demand for high standards increases, and organizations fight for both market share and public credibility. The journal specifically addresses solutions to these challenges from a global, multi-cultural, and multi-disciplinary perspective.
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