Consumer Research in Omnichannel Retailing: A Systematic Analysis

• 영문명: Consumer Research in Omnichannel Retailing: A Systematic Analysis
• 발행기관: 한국유통과학회
• 저자명: Lu LUO Yi Peng SHENG
• 간행물 정보: 『유통과학연구(JDS)』제21권 제7호, 91~104쪽, 전체 14쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2023.07.31

영문 초록

Purpose: In the past decade, Scholars, think tanks, and policymakers have had rich discussions about omnichannel distribution science. However, despite the growing body of research in this area, there is currently no universally accepted definition of what exactly an “omnichannel consumer” consists of and what the most relevant drivers are. This study aims to synthesize the empirical evidence surrounding omni-channel consumer research and its management. Additionally, we demonstrate how omnichannel consumer research has emerged from different theoretical perspectives and disciplines. Research design, data and methodology: Using the Systematic Literature Review method and searching the CNKI, Web of Science, and Scopus databases for 130 articles, the study analyzed the current state of omnichannel consumer research and categorized and summarized the findings in the literature. Results: This study analyzes the current state of omnichannel consumer research and categorizes the findings in the literature and identifies four research areas: consumer behavior, consumer experience, consumer sentiment dimensions, and consumer segmentation. Conclusions: This literature review offers the first comprehensive and systematic overview of “Chinese omnichannel consumers.” It not only highlights the most critical research trends discussed in existing studies, but also outlines the expected direction of future research, which provides the basis for understanding omnichannel consumer research.

목차

1. Introduction

2. Methodology

3. Descriptive Statistics

4. Results

5. Conclusions and Suggestions for Future Research

References

키워드

Omnichannel Consumer Research Systematic Literature Review Retailing