Technology-Enabled Consumer Shopping Behavior: A Literature Review Applying SPAR-4-SLR and TCCM Framework

Abstract

Technology-enabled consumer shopping behavior (TCSB) refers to how consumers behave during shopping by utilizing technology throughout their purchasing process, from finding products to making a purchase. It also encompasses how that use influences their choices and actions. It comprises three main keywords of the current study: “Digital Technology,” “Consumer Behavior,” and “Retail.” Technology has enabled consumers to use smart technologies that facilitate the shopping experience in the digital era. Despite its significance, much effort has not been put into assessing the expanding body of research in this area. Hence, this research aims to investigate how digital technology affects consumer behavior in the retail industry. One hundred fifty-one articles were considered for review and produced by “Scientific Procedures and Rationales for Systematic Literature Reviews” (SPAR-4-SLR). This study offers a thorough understanding of the prevalent “Theory,” “Context” (sources and countries), “Characteristic” (variables and their connectivity), and “Method” (research techniques and analysis process), TCCM framework to identify promising directions for further study. The current study found that the technology acceptance model has frequently been used in many papers. Also, it was observed that further study is still needed to include the context of “underdeveloped countries” and “different cultures” in TCSB-related studies. Furthermore, future research could shed light on the same industry and different product types in technology-enabled shopping. A comprehensive recommendation with future scope for future researchers and retailers has been provided to understand the current scenario of technology-enabled shopping.