10 1111@ijcs 12617

Accepted Article
Title: Consumer decision-making in Omnichannel retailing: Literature review and future research
agenda
Keywords: Omnichannel; Retailing; Literature Review; Decision-making, Consumer Behaviour,

Cognitive-affective-conative model
Short Running Title: Omnichannel Retailing Consumer Research
Name of the Authors:
Dr. Ruchi Mishra,
Institute of Rural Management, Anand (IRMA), India
Dr. Rajesh Kr Singh,
Management Development Institute (MDI), Gurgaon, India.
Bernadett Koles
IESEG School of Management, Paris, France
Conflict of interest Statement: The author(s) declare(s) that there is no conflict of interest'.
Funding Statement: The author(s) received no specific funding for this work
Acknowledgements: The author would like to sincerely thank the anonymous reviewers and the
editor for their insightful comments and suggestions.
This article has been accepted for publication and undergone full peer review but has not been
through the copyediting, typesetting, pagination and proofreading process, which may lead to
differences between this version and the Version of Record. Please cite this article as doi:
10.1111/IJCS.12617
This article is protected by copyright. All rights reserved
Accepted Article
DR. RUCHI MISHRA (Orcid ID : 0000-0003-1662-5876)
Article type : Review Paper
Corresponding author mail id : ruchimishra@irma.ac.in
Consumer decision-making in Omnichannel retailing: Literature review

and future research agenda
Abstract
The emergence of omnichannel retailing has revolutionised the way traditional e-commerce
business operates, subsequently bringing fundamental changes to consumer expectations and
decision-making processes. Despite the unquestionable relevance of this area of inquiry, the
focal literature concerning omnichannel retailing remains sporadic and fragmented. With this
in mind, the purpose of the current paper is to provide a comprehensive and concise state of
the art literature review on omnichannel retailing. More specifically, we engage and draw
upon the cognitive-affective-conative model to understand consumer behaviour within the
omnichannel retailing context. The current study is built based on a review of total 131
research papers, that were identified following a comprehensive search of the Web of Science
database, capturing the time period between January 2011 and April 2020. This set of work
was reviewed thoroughly to explore the aims, methodology and key contributions. In addition
to engaging a systematic assessment and rigorous evaluation of the studies, we also extend
literature by studying the relationship between omnichannel retailing and consumer decision

making, with specific attention to consumer motivation, attitude, and behaviour towards
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omnichannel retailing.
Previous studies suggest consumer behaviour in omnichannel retailing to be a promising yet

underexplored area with several potential avenues for future research. Among these,
particularly lucrative directions include theory-driven research, comparative cross-cultural
studies, and qualitative approaches that capture rich first-hand accounts of consumer
decision-making encounters. The current paper is timely and advantageous because it offers a
holistic picture of omnichannel retailing research and provides literature-driven evidence
about a range of relevant consumer behavioural dimensions. It also integrates consumer
responses using the cognitive-affective-conative model to advance our understanding of
consumer decision-making in the omnichannel customer journey. Recommendations for
future research are provided using the Theory, Methodology, and Context (TMC) framework.
We conclude the paper by discussing implications for academics and practitioners.
Keywords: Omnichannel; Retailing; Literature Review; Decision-making, Consumer

Behaviour, Cognitive-affective-conative model
1. Introduction
Omnichannel retailing is an emerging retailing trend that has transformed conventional

retailing by integrating all customer touchpoints into a unified and holistic experience.
Verhoef et al. (2015) define omnichannel management as “the synergetic management of the
numerous available channels and customer touchpoints, in such a way that the customer
experience across channels and the performance over channels is optimised”. Given its
practical relevance, omnichannel research has evolved substantially in recent years, offering
insights in terms of conceptualisation (Rigby, 2011; Beck & Rygl, 2015), strategic aspects
(Re Moreno and Medina-Molina, 2016; Buldeo Rai et al., 2019; Jocevski et al., 2019) and

functional strategies that enhance the omnichannel capability of organisations (Jin et al.,
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2019; Larke et al., 2019).
Despite the recent surge of research on this emerging topic, current work focusing on the
consumers’ perspective of omnichannel retailing remains limited and sporadic (Shi et al.,
2020), and a more comprehensive understanding would be advantageous for several reasons.
For instance, earlier studies show that the success or failure of omnichannel retailing
strategies tends to be contingent upon consumers’ perception and usage of the delivered
omnichannel service (Juaneda-Ayensa et al., 2016; Kazancoglu & Aydin, 2018; Shen et al.,
2018). Furthermore, with omnichannel users presenting an important segment of the retail
market (Manser Payne et al., 2017), developing and retaining omnichannel consumers is
critical to any firm’s strategic success (Rigby, 2011). Finally, numerous scholars highlight
the importance of studying how consumers behave in the omnichannel setting in order to
provide them with a seamless shopping experience (Barwitz, & Maas, 2018; Dahl et al.,
2018; Hoehle et al., 2018; Silva et al., 2018; Zhang et al., 2018; Xu & Jackson, 2019a).
Motivated by the above trends and gaps, this study has adopted a structured literature review
approach (Canabal & White, 2008; Paul & Singh, 2017; Kahiya, 2018; Rosado-Serrano et al.,
2018) to categorise and analyse key findings derived on the basis of available studies in the
area of omnichannel retailing, taking into account the customer’s perspective. We begin the
review by addressing the focal constructs, the research context, and the methodologies that
characterise prior work in this area. Following, we engage Kolbe’s (1990) cognitive-
affective-conative model to understand consumer decision making within the context of
omnichannel retailing. There are several considerations that underscore the current paper’s
importance and potential to contribute meaningfully to existing scholarship. First, to the best
of our knowledge, this is the first attempt to explore omnichannel research from the consumer
standpoint. Although a few earlier reviews exploring omnichannel retailing exists (please see
Appendix I for details), these have focused predominantly on logistics and supply chain
angles rather than consumer perspectives. While existing reviews offer valuable general
insight concerning the omnichannel retailing literature, their scope tends to be limited to
providing a framework for effective omnichannel strategy (Cummins et al., 2016; Cai & Lo,
2020) or to examining the logistics and supply chain aspects of omnichannel retailing; such
as freight transportation (Lafkihi et al., 2019), warehousing (Kembro et al., 2018), and
fulfilment and distribution (Melacini et al., 2018; Taylor et al., 2019). In this paper, we
follow a structured review approach (Paul & Criado, 2020) in that we identify, tabulate and

present detailed information concerning the methodology applied, the industry investigated,
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the home and host countries engaged, main variables of interest, the leading journal outlets
publishing work in this area, and finally the most prominent articles (based on article
citations) in omnichannel retailing research.
Second, the majority of the omnichannel studies have been conducted from the retailers’
perspective (Verhoef et al., 2015). While existing research examining consumer behaviour in
the omnichannel context is generally confined (Juaneda-Ayensa et al., 2016; Berg &
Tornblad, 2017; Shen et al., 2018; Sharma et al., 2019), there is a gap concerning the
theoretical understanding of consumer behaviour in the omnichannel retailing context
(Kazancoglu & Aydin, 2018). In order to address this limitation, in the current paper, we
discuss key findings of omnichannel studies from the consumers’ perspective, enabling this
study to serve as a foundational work to inform and guide future studies concentrating on the
consumer behavioural aspects of omnichannel retailing. Finally, previous review papers
focused their attention primarily on operations management and operations research journals
(Galipoglu et al., 2018; Kembro et al., 2018; Daugherty et al., 2019). We address this gap by
incorporating a wider range of relevant journals that explore topics related to omnichannel
retailing, including Journal of Retailing & Consumer Services, International Journal of Retail
& Distribution Management, International Journal of Physical Distribution & Logistics
Management, Decision Support System, Journal of Retailing & Consumer Services, Journal
of Research in Interactive Marketing, International Journal of Consumer Studies.
Consequently, the current review has the ability to provide more comprehensive insights
embracing a broader disciplinary scope.
The remainder of this paper is organised as follows. In the next section, we describe details of
the research methodology undertaken in the current systematic review, followed by the
results and discussion of the findings. After presenting key trends and important takeaways,
we present our conclusions and offer a number of fruitful research directions and
recommendations to help scholars interested in this area with their future work.
2. Research Methodology
Following the guidelines of Paul & Criado (2020), our study has applied a systematic review
approach. Systematic literature could of different types such as structured review (Canabal &
White, 2008, Kahiya, 2018; Paul & Feliciano-Cestero, 2020; Dhaliwal et al, 2020),
framework based review (Paul & Benito, 2018; Paul & Mas, 2019; Paul & Rosado-Serrano,

2019), Bibliometric review (Rialp et al., 2019; Goyal & Kumar, 2020) and Meta analytical
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review (Barari et al, 2020; Rana & Paul, 2020; Schmid & Morschett , 2020).
Among all these review methods, the strutured review approach meets the objective of our
paper, where the aim is to develop a thorough understanding of omnichannel retailing, by
identifying trends, highlighting existing gaps in the scientific literature, and ultimately
suggesting relevant future research directions (Canabal & White, 2008, Paul & Singh, 2017;
Kahiya, 2018; Rosado-Serrano et al., 2018; Paul and Feliciano-Cestero, 2020). This
approach is beneficial in that it enabled us to identify and highlight the theories and
constructs that are commonly used in omnichannel retailing research.
We carried out a four-step systematic review (Fink, 2010). Steps 1 to 3 (i.e. selection of
research questions, databases and keywords; application of practical screening criteria; and
application of methodological screening criteria) will be discussed in the current section,
while Step 4 (synthesising our findings) will be elaborated upon in subsequent sections.
2.1. Step 1: Selection of research questions, databases, and keywords
To guide our review of the set of studies identified to represent the field of omnichannel
retailing, we addressed four major points of inquiry to assist our evaluation: namely the
research context; the type of research methodology employed; the focal industry; and the key
factors explored to understand consumer behaviour in omnichannel retailing.
Our structured review began with an extensive search of the literature that was carried out in
two stages, in line with the guidelines of Cheung & Thadani’s (2012) and Paul and Rosado-
Serrano (2019). In the first stage, we searched the Web of Science database using keywords
like ‘omnichannel’, ‘omnichannel retailing’, ‘omnichannel marketing’, omnichannel supply
chain’, ‘omnichannel commerce’, and ‘omnichannel consumer’. Web of Science was the
preferred choice given its frequent documented usage in previous literature reviews (Bunga
Bangsa & Schlegelmilch, 2020), its extensive coverage of peer-reviewed articles (Li et al.,
2010), and the availability of search options that are more refined than those of other
databases like Proquest or EBSCOhost (Prieto-Sandoval et al., 2016). In the second stage,

specific journals that frequently publish articles related to omnichannel retailing – including
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Journal of Retailing and Consumer Services, International Journal of Retailing and
Distribution Management, International Journal of Physical Distribution & Logistics
Management, Decision Support System, and International Journal of Consumer Studies –
were searched using similar keywords to ensure comprehensive and exhaustive coverage.
2.2. Step 2: Application of practical screening criteria
For the current review of omnichannel research, we decided to limit our search to start from
2011, as this was the year when the first omnichannel article appeared in the Web of Science
database (Rigby, 2011). Thus, the timeframe of this review captures the range between 2011
and 2020 (April). The coverage incorporating around 10 years also satisfies the requirement
for a structured literature review (Rialp et al., 2005; Paul & Criado, 2020).
Finally, for logistical reasons, we only considered articles published in English. To decide
upon the inclusion of articles in our literature review, the initial sourcing of relevant articles
was carried out through a keyword-based search (Paul & Criado, 2020). Thereafter, the
abstract and the full text of each journal article were manually examined against three
additional criteria, including 1) a specific focus on the managerial aspect of omnichannel
retailing; 2) an in-depth exploration rather than superficial mentioning of the concept of
omnichannel retailing, and 3) publication in academic journal outlets, hence excluding
conference proceedings, consulting reports, working papers, textbooks, master and doctoral
dissertations, government reports and non-peer-reviewed articles. Details concerning the
selection process yielding the final list of 131 papers is presented in Figure 1.
2.3. Step 3: Application of methodological screening criteria
A review protocol was developed to guide the content analysis of the selected articles (please
see Table 1 for further details). Following the guidelines of Sandelowski et al. (1997), an
initial analysis was conducted to obtain overall insights from the selected papers. This was
followed by a thorough review to structure the relevant body of literature. The papers were
classified using a single category for each dimension, and the content was further analysed
using descriptive analysis of the papers with respect to certain key criteria. To ensure inter-
rater reliability, 10 articles were given to five senior academics to classify these articles based
on a range of dimensions and to ensure consensus among them. If it was found challenging to
classify a particular article, then discussions among academics were held to clarify the

placement of the individual piece. Validity was ensured by presenting this study to a separate
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group of academicians and incorporating feedback, insights and suggestions. As an additional
and final layer in our strategy to ensure maximum inclusion and coverage of the existing
literature, we used the snowballing technique that aims to obtain relevant scholarly work
based on its citation in an article already identified in the original set (Sayers, 2007). It is
important to mention that this latter approach did not yield a significant increase in new
cases, further confirming the validity of our initial research.
3. Research findings and analysis
3.1. Overview and general characteristics – Bibliographic analysis
The complete set of papers identified as part of the current systematic review were explored
in great detail to be able to classify them as a function of certain key characteristics. The
present section will provide an overview of these characteristics, including classification by
year of publication, journal outlet, research methods and specifics regarding data collection,
geographic orientation and industry focus.
In terms of representation, the number of articles published in the omnichannel retailing field
has shown a significant increase since 2013 (Figure 2). It shows the relevance and timeliness
of the current study. It is important to note that 20 articles already appeared in early 2020
(concluding in April) with expectations for more studies to emerge in the coming years. In
total, we identified 60 journals that published papers related to omnichannel retailing in the
given timeframe (Appendix II). The highest number of papers was published by the
International Journal of Retail & Distribution Management (IJQRM), followed by
International Journal of Physical Distribution & Logistics Management (IJPDLM), Decision
Support System (DSS), Journal of Retailing and Consumer Services (JRCS) and International
Journal of Production Economics (IJPE). The distribution of articles published in top five
journals has been presented in Table 2.
The top 5 journals that published articles in the omnichannel retailing field aimed to explore a
gamut of areas (consumer behaviour, supply chain, logistics, distribution) related to
omnichannel retailing. The studies published in these journals investigated research questions
ranging from understanding the omnichannel retailing concept to investigating its relationship
with the number of firm-specific and consumer-specific factors. The paper with the highest
number of citations appeared in IJQRM; a journal that is a specialised in retailing. Since
omnichannel research is an evolving phenomenon in retailing, recent papers published in

IJQRM focus on diverse aspects of omnichannel retailing, including multi-channel vs.
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omnichannel (Silva et al., 2020), technology adoption (Savastano et al., 2019), augmented
reality (Perannagari & Chakrabarti, 2019), and consumer behaviour (Kazancoglu & Aydin
(2018). Similarly, IJPDLM published a set of supply chain and logistics related articles on
omnichannel retailing through its special issues (Galipoglu et al., 2018; Melacini et al., 2018;
Wollenburg et al., 2018; Marchet et al., 2018; Larke et al., 2018) as well as regular
publications (Murfield et al., 2017; Kembro et al., 2018; Buldeo Rai, et al., 2019; Song et al.,
2020). Interestingly, out of the 10 literature reviews published to date, 4 appeared in IJPDLM
focusing on logistics customer service (Daugherty et al., 2019), logistics and supply chain
(Galipoglu et al., 2018), warehouse operations and design (Kembro et al., 2018), E-fulfilment
and distribution (Melacini et al., 2018).
Overall, the discussions in the top 5 journals tend to concentrate on the following issues: (1)
definition, classification and characterisation of multi-channel retailing, cross-channel
retailing and omnichannel retailing; (2) variables influencing consumer decision-making
related to omnichannel retailing; and (3) supply chain and logistics characteristics associated
with omnichannel retailing. On the other hand, those journals that published a single or a few
omnichannel retailing papers are not specialised retailing journals. For example, journals
such as Applied Soft Computing (Chen et al. (2018), Computer in Human Behaviour
(Rodríguez-Torrico et al., 2017), Technology Forecasting and Social Change (Briel, 2018)
and International Journal of Production Research (He et al., 2020) published omnichannel
studies occasionaly and only when the applications of the major focal areas of these journals
lie in the field of omnichannel retailing.
Ten different research methodologies were showcased in the selected articles that studied the
field of omnichannel retailing (please see Figure 3 for specific details). The majority of the
studies employed variations of surveys (41.95%) and modelling techniques (18.88%). Given
the relative recency of the field of omnichannel retailing, only a few studies to date employed
qualitative methods, including focus group interviews (Kazancoglu & Aydin, 2018;
Wollenburg et al., 2018) and the Delphi technique (von Briel et al., 2018) to explore this
phenomenon.
With respect to geographic coverage, the present research considers studies based on the
authors’ institutional location. During the period 2011 – 2020 (April), the vast majority of the
work focused on developed economies, with particular attention to the US (Ishfaq et al.,

2016; Ma, 2017; Adivar et al., 2018; Cao & Li, 2018; Hoehle et al., 2018; Kang, 2018; Lee et
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al., 2018; Dahl et al., 2019; Xu & Jackson, 2019). Among European countries, most studies
originated from the UK (9) and Germany (8). Finally, the vast majority of Asian studies
focused on the context of China (18) followed by India (5). Figure 4 shows the distribution of
papers in terms of geographical coverage.
In terms of industry orientation, most of the empirical studies relied on data from multiple
industries (31) as opposed to adopting a single-industry focus. We classified those consumer-
focused studies where the data did not target a specific industry as ‘generic’. Distribution of
these papers as per industry is give in figure 5. It is also observed that few empirical studies
have been done in motor insurance, jewellery, health insurance and catering industries
(Figure 5).
There are, in total 82 empirical papers that have used interviews, multiple techniques,
questionnaire, online review, secondary data, social media post as a data collection tool.
Distribution of papers as per data collection method is given in figure 6. Out of the total set,
the majority of published papers (50%) have used questionnaire as a primary mode of data
collection followed by multiple techniques (2) and interviews (11%) (Figure 6). Few studies
have also used secondary data (annual reports, databases, transactional data) to analyse
different aspects of omnichannel retailing. Regarding data analysis, all the case studies are
qualitative and used multiple data sources and analysed data using transcription, coding,
theme generation and complemented the findings with the analysis of observations, and
secondary data. On the other hand, empirical survey-based studies have majorly applied
structural equation modelling as a primary data analysis method to analyse the linear
relationship among selected variables (Ma, 2017; Li et al., 2018; Shen et al., 2018; Dahl et
al., 2019; Hamouda, 2019; Hallikainen et al., 2019; Kang, 2019; Song et al., 2019; Jo et al.,
2020, Lee, 2020).
3.2. Top ten omnichannel retailing publications by citation
In the next stage of our systematic literature review, we conducted a citation analysis of all
articles, with Table 3 showcasing the details of the ten most highly cited publications
focusing on omnichannel retailing.

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Not surprisingly given the novelty of the field of omnichannel retailing, conceptual studies
seem to have attracted the most attention and highest impact, providing scholars with
theoretical foundations and conceptual models to position their work.
3.3. Focus and content of the papers
As a next step, a comprehensive thematic analysis of the articles was conducted, with Table 4
summarising the main disciplinary orientation, the key factors under investigation, and the
primary focus of the studies. This classification process revealed that while all omnichannel
studies in our sample recommended – directly or indirectly – a wide implementation and
adoption of omnichannel commerce, the papers could be further divided into three major
emerging streams of research; differentiating across studies based on their focus on the
consumer, the firm, or the omnichannel concept.
In the first stream of research concentrating on consumers, studies tended to focus on the
context of decision making in general. Moreover, the main angle of exploration concerned
the purchasing behaviour and post-purchase feedback and experience, including purchase
intention (Kazancoglu and Aydin, 2018), customer tolerance (Hoehle et al., 2018), customer
value (Huré et al., 2017), shopping behaviour (Kang, 2019), consumer reaction (Li et al.,
2018) and overall experience (Komulainen & Makkonen, 2018).
In the second research stream, the focus shifted to investigating the firms’ effort to deliver a
seamless omnichannel experience to their customers. In terms of disciplinary orientation,
these studies contribute to the omnichannel literature with respect to supply chain, retailing
and marketing domain. Those that focus on supply chain tend to emphasise different
functions and drivers including distribution and fulfilment (Melacini et al., 2018), delivery
(Buldeo Rai et al., 2018), facilities (Bell et al., 2017; Kembro et al., 2018), information
technology (Gao & Su, 2017), network design (Yadav et al., 2017; 2018), return management
(Bernon et al., 2016; Akturk et al., 2018), logistics (Wollenburg et al., 2018). In contrast,
marketing-focused studies placed a particular emphasis on channel management (Hosseini et
al., 2018; Jocevski et al., 2019), product recommendation (Balakrishnan et al., 2018), pricing
(Harsha et al., 2019), promotion (Bloom et al., 2017), and sales management (Cummins et al.,
2016). We only found a single study that focused on the area of human resource

management, with particular attention to workforce management and scheduling decisions
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(Ilk et al., 2018).
The third and final research stream concentrated on the classification and differentiation of
multi, cross and omnichannel retailing (Beck & Negi, 2015), contemplating future
opportunities and challenges associated with the field of omnichannel retailing (Chopra,
2016; von Briel, 2018; Chen et al., 2018).
The previous sections provided a comprehensive review of the focal articles across several
key dimensions in order to provide an in-depth understanding of the current state of research
in this field of inquiry. Next, we turn to explore the studies from the consumer decision-
making perspective, evaluating contributions using the cognitive-affective-conative model.
3.4. Theoretical Underpinnings
Through our analysis, we identified different theoretical frameworks/lenses used in

contemporary omnichannel retailing research (Table 5). The majority of these omnichannel
retailing studies neither specified any particular theoretical framework nor applied conceptual
theories. Of all papers reviewed, only 24.43% of the studies adopted different theoretical
frameworks. Upon further review, we note that the selected studies place theoretical emphasis
in addressing different aspects of omnichannel retailing, which we turn to further explain
below.
First, information systems theories such as the Technology Acceptance Model (Perannagari
and Chakrabarti, 2020), Theory of Planned Behaviour (Xu and Jackson, 2019a, Jo et al.,
2020), Theory of Reasoned Action (Park and Kim, 2019) and the Extended unified theory of
acceptance and use of technology (Juaneda-Ayensa et al., 2016, Kazancoglu and Aydin,
2018) were applied in a number of studies aiming to empirically examine the technology-
based offering of omnichannel retailing. Second, there is a growing interest in investigating
consumer motivation, trust, preference, value, and fear in the omnichannel retailing setting,
with theories such as commitment-trust theory (Xu and Jackson, 2019a), situated cognition
theory (Hilken et al., 2018), self-determination theory (Zhang et al., 2018), cognitive fit
theory (Li et al., 2020), and formal disappointment theory (Du and Hu, 2018) employed to
decipher these issues. Third, the firm-based studies in omnichannel retailing entice
researchers to explain decisions that are specific to supply chain and logistics through
different theoretical lenses, including dynamic capability theory (Yumurtacı Hüseyinoğlu et
al., 2018; Hossain et al., 2020) and extended regret theory (Chen et al., 2018).

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3.5. Consumer decision making in the omnichannel retailing context
As omnichannel adoption is proliferating, consumer behaviour has taken a sharp leap from
the traditional retailing era. Despite the importance of understanding the role, behaviour and
preferences of consumers in this new context, there is no existing review to date on this topic.
As a starting point, we investigated the subset of omnichannel retailing articles that populate
the consumer-focused stream, presenting a list of the dependent variables explored in this
body of work in Table 6.
Our review demonstrates that the exploration of consumer responses to omnichannel stimuli
has been in the forefront of consumer behaviour research in recent years (Juaneda-Ayensa et
al., 2016; Ivea & Ziliani, 2018; Murfield et al., 2018; Du et al., 2018; Orús et al., 2019; Park
& Kim, 2019; Zhou et al., 2020). For instance, previous studies employed the Wixom &
Todd model (Shen et al. , 2018), Stimulus-Organism-Responses model (Lazaris et al. (2017)
and the Engel et al.’s model (Kang, 2018; Kang, 2019) to understand factors affecting the
consumer decision making process within the specific context of omnichannel retailing. The
focus of existing work was largely concentrated on consumers’ psychological status, by
considering behavioural, cognitive and emotional aspects in the context of omnichannel
retailing (Juaneda-Ayensa et al., 2016; Kazancoglu and Aydin, 2018; Galipoglu et al., 2018;
Perannagari and Chakrabarti 2020). However, there is a lack of research that captures the
consumer’s emotional and cognitive / intellectual processing and purchasing behaviours
within the omnichannel retailing context.
Consequently, as the next layer of analysis, we applied Kolbe’s (1990) cognitive-affective-

conative (CAC) model to explore the consumer information processing and decision-making
process in an omnichannel environment. Consumer psychologist proposed a CAC model that
suggests that consumer purchasing behaviour comprises of three inter-related dimensions,
namely cognitive, affective and conative (Lavidge and Steiner, 1961; Park et al., 2008). The
CAC has been employed in numerous consumer-related studies as a background theory to
understand the three main stages of the buying process (Park et al., 2008). More specifically,
Kolbe’s (1990) CAC model illustrates reasons underlying individual behaviour and action
using three interlinked dimensions that capture cognitive, affective and conative aspects.

According to Chitty et al. (2011), the cognitive dimension refers to the thinking and
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understanding process; the affective dimension incorporates the emotional aspects of
evaluation or judgment, and the conative dimension captures behavioural action or choice
associated with the purchase. Consequently, the classification of consumer-focused studies
was done to differentiate between cognitive (think), affective (feel) and conative (do)
categories along with the key factors and context relevant in the omnichannel environment.
Furthermore, if a study examines the relationship between more than two dimensions, then
the findings have been reported separately. For instance, the results of Kang (2018) have been
reported twice, once to capture ‘cognitive to affective’ and then to account for ‘affective to
conative’ categories. The respective studies and a summary of their key findings are
presented in Table 7.
Building on the material presented in Table 7, in the following section we turn to a further in-
depth exploration and summary of the three pillars of the CAC model in order to understand
the consumer perspective within the omnichannel retailing context. For each dimension, we
categorise the key factors that emerged from the existing literature.
3.5.1. The cognitive dimension (thoughts and processes)
Many studies examined consumer perception and motivation driving omnichannel

engagements (Juaneda-Ayensa et al., 2016; Kazancoglu & Aydin, 2018). Our analysis
revealed that the cognitive dimension could be further divided into intrinsic subjective factors
to capture hedonic and utilitarian motivations along with normative social influences, and
extrinsic objective factors that incorporate more concrete features associated with
omnichannel retailing.
In the omnichannel context, hedonic motivations capture fun, pleasure and enjoyment
associated with the use of a specific technology, which in turn has been shown to impact
customer acceptance and usage intentions (Juaneda-Ayensa et al., 2016). Utilitarian
motivations concern rational and task-oriented aspects that relate to pragmatic, functional or
extrinsic benefits associated with a given product (Lynch & Barnes, 2020; Du et al., 2020).
Omnichannel shoppers tend to use multiple channels simultaneously and are also more task-
oriented, with a tendency to pursue the best price or the most optimal convenience at any
given time (Kazancoglu & Aydin, 2018; Herhausen et al., 2019). Normative social factors
refer to a user’s perception of appropriate behaviours to fulfil certain goals, such as belonging

to a club or a specific group (Rauschnabel et al., 2017a). In the consumer behaviour context,
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subjective norms are considered an important determinant of consumer intention, including
intention to shop or use the technology (Paul et al., 2016). Consumers prefer to use social
networks as long as they believe that opinion and suggestions from their relatives, friends, net
friends, opinion leaders and merchant advertisement on these platforms can simplify their
shopping process and enhance their overall experience (Yan et al., 2019).
Extrinsic objective factors such as communication strategies, payment model and methods,
rating and ranking, and social media feedback have all been shown to be influential over the
behaviour of omnichannel consumers (Lynch & Barnes, 2020). For instance, personalised
marketing messages can enhance customer engagement, in turn, triggering a positive attitude
towards the brand and ultimately increasing the omnichannel experience (Hickman et al.,
2019). Finally, the nature of the product has been shown to impact consumer preference to
opt for omnichannel solutions. Consumers may prefer omnichannel retailers, particularly
when pursuing durable expressive products as these are difficult to compare online prior to
purchase (Chatterjee & Kumar, 2020).
3.5.2. The affective dimension (attitudes and emotions)
Studies in the affective dimension address emotions, evaluative judgements and opinions,
which in the marketing context translate to factors such as satisfaction, loyalty, trust, and
perceived risk (Chitty et al., 2011). Consumers’ positive and negative emotions influence
their perceived value and level of satisfaction (Murfield et al., 2018; Hamouda, 2019; Lee,
2020). Consumers feel satisfied when the performance of a product or service exceeds their
expectations (Meesala & Paul, 2018). In the omnichannel context, consumer satisfaction and
loyalty are also affected by the quality of omnichannel integration and its perceived value
(Hamouda, 2020; Mainardes et al., 2020).
Consumer sense of trust regarding the stores, the delivery companies, and the overall system
have also been shown to influence consumer preference to choose a particular shopping
channel (Kazancoglu & Aydin, 2018). Similarly, perceived risk plays an additional role on
shopping channel preferences (Shi et al., 2020). Finally, previous shopping experience and
history of omnichannel encounters can determine future preferences for omnichannel
shopping (Shi et al., 2020). Overall, positive affective experiences at different touchpoints
along the customer journey have been shown to positively affect loyalty intentions (Ieva &
Ziliani, 2018).

3.5.3. The conative dimensions (behavioural outcomes)
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Cognitive and affective factors associated with omnichannel solutions can yield a number of
desirable behavioural outcomes. Shopping intention, purchasing and recommendation to use
the omnichannel environment (e.g. word-of-mouth, online recommendation, reference) are
the most common themes that emerged from the literature. A number of studies suggest
various factors influencing omnichannel shopping intention (Juaneda-Ayensa et al., 2016;
Kazancoglu & Aydin, 2018; Kang, 2019; Park & Kim, 2019; Shi et al., 2020; Wang et al.,
2020; Zhou et al., 2020), including connectivity, integration, consistency, flexibility, and
personalisation (Shi et al., 2020). Omnichannel consumers’ showrooming and webrooming
behaviours have been shown to positively affect their intention to develop user-generated
content (Kang, 2018). It is essential that retailers should leverage showroomers’ and
webroomers’ opportunities to browse social media posts and online reviews to obtain
information about products. Finally, shopping intention has been shown to positively affect
consumers’ product sharing intention; which in turn can provide retailers with an opportunity
to encourage sharing of product reviews and recommendations among existing omnishoppers
(Kang, 2019).
The above section provided a close investigation of the consumer perspective within the
general omnichannel retail experience. Relevant studies were reviewed across the three
pillars of the cognitive-affective-conative model to highlight key factors emerging from the
extant literature. In the following section, we turn to synthesising the results in order to
further emphasise the emerging trends, and we will conclude the paper by proposing concrete
ideas and directions for future research.
4. Synthesis of findings and future research agenda
The purpose of the current paper was to systematically review the relatively young by rapidly
evolving field of omnichannel retailing. Overall, the current review demonstrated that studies
focusing on this topic are increasing, expanding into different disciplinary areas. In the
current section, we provide a summary of the findings from the systematic review in order to
confirm our current understanding of this area and identify relevant questions to pursue in
future work.
4.1. Current trends in the omnichannel retailing literature

The results of the current study disclose specific notable trends that emerged from the
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literature on omnichannel retailing. Given the recency of the field, the majority of early work
focused on developing conceptualisations regarding the construct of omnichannel retailing (
Beck & Negi, 2015; Chopra, 2016), later turning to empirical examinations concerning the
impact of consumer and firm-specific variables (Cao & Li, 2018; Ye et al., 2018; Dahl et al.,
2019; Gupta et al., 2019). This in part also explains why the majority of highly cited
omnichannel studies tend to be conceptual ones (Piotrowicz & Cuthbertson, 2014; Beck &
Rygl, 2015; Verhoef et al., 2015), benefiting from longer time periods of scholarly attention.
In terms of disciplinary orientation, review-based studies tended to focus primarily on supply
chain and logistics domains (Galipoglu et al., 2018; Kembro et al., 2018; Daugherty et al.,
2019; Lafkihi et al., 2019), with few studies approaching the omnichannel literature from
other perspectives like augmented reality (Perannagari & Chakrabarti, 2019), e-fulfilment and
distribution (Melacini et al., 2018) or sales management (Cummins et al., 2016).
In terms of empirical studies on omnichannel retailing, most explored different functional

areas of management, such as supply chain/logistics (Hubner et al., 2016b; Murfield et al.,
2017; Yadav et al., 2018; Paul et al., 2019; Song et al., 2019), marketing (Picot-Coupey et al.,
2016; Cao & Li, 2018; Hosseini et al., 2018; Shen et al., 2018; Zhang et al., 2018; Jocevski et
al., 2019), and to a lesser extent human resource management (Ilk et al., (2018). Along these
lines, the majority of studies relied on data from multiple industries (Saghiri et al., 2017;
Larke et al. 2018; Yrjölä et al. 2018a; Alexander & Cano, 2019; Buldeo Rai et al., 2019;
Jocevski et al., 2019; Valentini et al., 2020). Some sector-specific studies employed data from
the fashion (Juaneda-Ayensa et al., 2016; Ye et al., 2018; Wollenburg et al., 2018; Jo et al.,
2020; Sebald & Jacob, 2020; Silva et al., 2020) and apparel sectors (Rodríguez-Torrico et al.,
2017; Rosenmayer et al. 2018; Aw, 2019; Fisher et al., 2019; Frasquet et al., 2019). The vast
majority of studies were conducted in developed economies, leaving other geographic areas
and markets largely unexplored.
With respect to methodological orientations, survey-based research tends to dominate the

field with online questionnaires as the primary mode of data collection (Ma, 2017; Buldeo
Rai et al., 2018; Dahl et al., 2018; Frasquet et al., 2019). In addition to primary data, few
studies turned to social media platforms (Rosenmayer et al., 2018), online reviews (Yang et
al., 2019) or transaction records (Park & Lee, 2017) to explore consumer behaviour in the
omnichannel context. Finally, the majority of empirical studies employed advanced statistical

techniques like structural equation modelling to analyse linear relationships among variables
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(Murfield et al., 2017; Hoehle et al., 2018; Lee et al., 2018; Li et al., 2018; Yumurtacı
Hüseyinoğlu et al., 2018; Park & Kim, 2019; Xu & Jackson, 2019a; 2019b), leaving
qualitatively-oriented approaches less prevalent.
Studies focusing specifically on consumer decision making along the omnichannel consumer
journey have increased over the years, with scholars placing a particular emphasis on
exploring constructs associated with consumer benefits, value and trust along with their
influence on purchase intentions (Juaneda-Ayensa et al., 2016; Kazancoglu & Aydin, 2018;
Kang, 2019; Orús et al., 2019; Shi et al., 2020), loyalty (Mainardes et al., 2020) and
recommendation or sharing intention (Kang, 2018; 2019). Although the limited number of
consumer-focused studies makes generalisation challenging, the available work presents a
base on which future inquiries may build.
In terms of theoretical positioning, consumer-focused studies engaged a range of theories to

understand consumer behaviour in the omnichannel context, including information system
based behavioural theories, such as theory of planned behaviour (Xu & Jackson, 2019a),
technology acceptance model (Hüseyinoğlu et al., 2017; Kazancoglu &Aydin, 2018; Silva et
al., 2018; Yan et al., 2019) and the unified theory of acceptance and use of technology
(Juaneda-Ayensa et al., 2016); theory of reasoned action (Park & Kim, 2019) and theories
related to marketing and consumer behaviour (Pagani et al., 2019; Adivar et al., 2019).
Nonetheless, specifically theory-driven empirical studies on omnichannel consumer
behaviour remain minimal (Shen et al., 2018).
4.2 Research gaps and perspectives for future research
The final section of our paper will concentrate on highlighting the gaps in the existing
literature as identified by the current review, with specific attention to making
recommendations for future research directions. Following the guidelines of previous studies
(Paul et al., 2017; Rosado-Serrano et al., 2018; Paul & Rosado-Serrano, 2019; Kumar et al.,
2019; Paul, 2019; Dabić et al., 2020), the recommendations for future research are provided
using the Theory, Methodology, and Context (TMC) framework.
4.2.1. Future Directions – Theory

Significant advances have been made in the omnichannel retailing literature in the last
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quinquennial period, but there is still ample scope for future refinement. Our study reveals a
deficit of a strong theoretical underpinning in omnichannel retailing research (Shen et al.,
2018). Existing literature reviews concentrate on improving our understanding of
development in omnichannel retailing in terms of the supply chain and logistics aspects of
omnichannel retailing, including procurement (Lafkihi et al., 2019), warehousing (Kembro et
al., 2018), logistics and supply chain management (Galipoglu et al., 2018), E-fulfilment and
distribution (Melacini et al., 2018; Taylor et al., 2019), and finally marketing communication
(Manser Payne et al., 2017). As a result, the available theoretical foundations limit our focus
to ‘what’ rather than ‘why’ and ‘how’ questions. For instance, we could not find a single
review paper linking consumer decision making with behavioural theories. Consumer
behaviour is at the core of retailing literature themes. Hence, future research is needed to
develop theories related to omnichannel retailing research to understand and address diverse
issues related to the consumer perspective in omnichannel retailing. Also, studies with a
strong foundation of well-established theories can offer valuable insights into ‘why’ and
‘how’ questions which, as per the propositions made by Sutton & Staw (1995), are essential
for developing a theory. For example, self-determination theory can provide a useful
framework to explain contingencies that influence the motivation and behaviour of
consumers (Gilal et al., 2019). Also, future work can test, modify and advance the
information systems model to explain consumer intention to use omnichannel retailing.
In addition to the dominance of cognitive aspects of consumer decision-making (see Table 7

for further details), future studies are needed that address the conative dimensions of decision
making, with particular attention to continuous consumer usage intention or repeat usage
intention are. It is interesting to note that strong temporal effects exist among online shopping
attributes (convenience, offerings, service information, site design and safety), satisfaction
and purchase (Ha, 2011), thus longitudinal studies can be done to explore the relationships
among these factors in the omnichannel setting. Consumer characteristics also vary in the
online and non-online shopping (Lokken et al., 2003); therefore, future research can explore
consumer characteristics to assist practitioners in developing omnichannel retailing strategy.
Since customer satisfaction derived from subjective fulfilment of expectations determine
continued store choice (Paul et al., 2016), future studies can also explore the channel choice
behaviour in the omnichannel retailing to retain omnishoppers.

As a further shortcoming characterising the extant literature, significant attention has been
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given in prior work to the supply chain and logistics aspects of omnichannel retailing, yet
very little is known about other functional areas of management, particularly finance, human
resource management and advertising. Given the substantial financial investment underlying
omnichannel retailing endeavours (Cao & Li, 2018), there is an enormous scope to fill by
future studies in aspects of financing, budgeting and return on investment concerning
omnichannel retailing. Additionally, the influence of the softer elements of operations like
service climate and workforce management can also be examined to offer further information
on how to ensure a seamless experience.
4.2.2. Future Directions – Context
Contextual analysis helps to discriminate various environmental factors that influence the
outcome of omnichannel research. Many of the existing studies were conducted in developed
economies (see Figure 4 for further details). As the shopping behaviour of consumers has
been shown to vary significantly between developed and developing countries (Davis, 2013),
future studies can inform this field of inquiry by offering new theoretical perspectives
concerning the influence of socio-demographic and cultural characteristics and in turn
complement existing work. In addition, comparative studies accounting for different types of
shoppers can also offer opportunities for future research in this area.
Finally, the majority of omnichannel retailing studies involve data collected across multiple
industries (see Figure 5 for further details) that yield results which can be more generalisable
in comparison to work concentrating on a single industry. At the same time, using data from
multiple setting increases the potential of confounding effects that can derive misleading
results (Pourhoseingholi et al., 2012). Therefore, future studies employing data from multiple
industries must address this concern. Prior literature reveals an under-representation of
sectors like jewellery, banking, catering, and publishing in omnichannel studies, thereby
opening opportunities to conduct research in these industrial settings. Similarly, no
comparative studies were identified that could shed light into the ways in which consumer
usage of omnichannel retailing may differ across different industries. Therefore, future
studies should be conducted to inform representatives on how to craft an omnichannel
strategy capturing various industries.
4.2.3. Future Directions – Methodology

The advancement of design and methodological aspects of omnichannel retailing research is
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essential to identify the limitations of existing research and to increase precision. Our study
demonstrated that the majority of the empirical studies have used a survey-based method (see
Figure 3), that raises questions concerning the longevity and may not capture the actual lived
behaviour as experienced by consumers. The subjectivity associated with perceptual
measures brings a substantial risk of measurement error leading to erroneous conclusions
(Campbell and Fiske, 1959). Future studies should aim to measure variables employing
objective assessment tools to confirm the validity of the perceptual measure, as it has not
been done yet. In addition, qualitative techniques (e.g. Delphi, the focus group method,
interviews, etc.) and a wider range of quantitative methods (experiment and modelling
techniques) are relatively less representative in the omnichannel retailing context and should
be further explored. We could not find any study using certain qualitative techniques like
narrative analysis and netnography. Hence, future studies should diversify existing research
methods to uncover extensive and different empirical evidence related to consumer behaviour
in the omnichannel setting. The application of mixed methods is further needed to minimise
confirmation bias and potential personal biases of researchers and to provide more rigorous
and convincing evidence by triangulating the findings (Johnson & Onwuegbuzie, 2004).
Another extension that future studies can do concerns the method of data analysis.
Omnichannel literature has applied conventional linear statistical techniques, such as
structural equation modelling and multiple regression analysis (Lee et al., 2018; Yumurtacı
Hüseyinoğlu et al., 2018; Park & Kim, 2019; Xu & Jackson, 2019a; 2019b) that may
oversimplify the complexity of decision-making processes. Hence, the examination of non-
linear relationships among variables can further provide fruitful insight into the findings.
Also, given that social networks and social media play a massive role in influencing
consumer decisions (Hwang & Kim, 2015; Rosenmayer et al., 2018), future studies should
analyse data from social media to further explore consumer behaviour in omnichannel retail.
Studies are also needed to borrow methods from other disciplines that apply multi analytical
techniques to increase the reliability and validity of the results (Bauer & Kohavi, 1999). The
existing literature to date fails to provide an opportunity to discover behavioural changes of
omnichannel shoppers at both the group as well as the individual level. Longitudinal studies
provide another fruitful avenue and opportunity for researchers to explore how consumer
behaviour can be sustained or changed over time and how certain environmental factors may
come into play (Picot-Coupey et al., 2016; Hüseyinoğlu, et al., 2017; Hilken et al., 2018).

To sum up, omnichannel retailing has recently attracted a good amount of research, however,
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the behavioural aspects of omnichannel retailing still need further refinement to yield
reliable, valid and conclusive results. Among several potential avenues for future research,
studies need to be particularly targeted towards theory-driven studies, cross-cultural studies,
and qualitative studies to capture consumer decision making from a holistic perspective and
in diverse industrial settings and cultural environment. Table 8 summarises potential research
areas and questions in the omnichannel retailing field.
5. Implications of Current Systematic Review
The present study contributes to the existing literature in four significant ways. First, the
study extends omnichannel literature by focusing on the consumer perspective in an
omnichannel retailing context. By reviewing a large sample of 131 research articles, the
study offers a more detailed picture of omnichannel retailing research to date and gives
insights into consumer decision-making in the omnichannel retailing context. Also, profiling
of the literature can guide future researchers on publication resources and outlets. Second, the
study extends ongoing discussions suggesting limited availability of research studies on the
consumer’s perspectives of omnichannel retailing (Kazancoglu & Aydin, 2018) by providing
evidence on a range of consumer behavioural dimensions that are emerging in the literature
(Table 6). Third, this research contributes to the existing literature by integrating consumer
responses in the omnichannel context employing Kolbe’s (1990) cognitive-affective-conative
model to assess consumer decision making in a systematic fashion. Earlier studies were
limited to specific functional areas (i.e. logistics/fulfilment) of omnichannel retailing without
delving deeper into consumer behaviour of omnichannel retailing. Finally, the fourth
significant contribution of this study concerns the identification of future research areas and
concrete questions (Table 8). The review suggests that comparative, theory-driven research
embracing a cross-cultural perspective is needed to understand consumer behaviour more
fully.
From the practitioners’ point of view, this study offers significant implications. First, this
study summarises and highlights the key drivers of consumer behaviour in the omnichannel
retailing environment. In particular, hedonic, utilitarian, and social values seem to be
fundamental drivers to underline usage intention and recommendation behaviour as
demonstrated by a range of empirical studies (Juaneda-Ayensa et al., 2016; Kazancoglu &

Aydin, 2018; Kang, 2019; Zhou, 2020). Consequently, the findings of the review can assist
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retailers in formulating and implementing an effective omnichannel retailing strategy.
Second, since our study reports a large number of studies from developed countries, retailers
and academicians are encouraged to promote research in developing countries capturing
diverse aspects of omnichannel retailing, with particular attention to the transition from
multichannel retailing to omnichannel retailing, in order to better understand how to attract
and retain omnichannel consumers and how to bring necessary changes in the store
environment and in relevant functional areas of the business. Third, a paucity of studies
applying advanced analytical techniques, such as neural networks and machine learning
techniques open further avenues for practitioners to predict consumers’ journey and decipher
drivers of their purchase decisions. Table 9 summarises the findings and managerial
implications derived from the present study.
6. Conclusion
The current study presented a systematic review and synthesis of omnichannel retailing
studies between 2011 and 2020 (April), demonstrating the evolution of different dimensions
of the omnichannel retailing field over these years. The emerging literature on omnichannel
research offers a fragmented and inconsistent view on consumer decision making. In this
respect, our research extends the understanding of the omnichannel retailing field in a number
of dimensions. First, it demonstrates that the reviewed papers predominantly assume a linear
consumer decision-decision making process. Second, the structured review brings a much-
needed spotlight to the consumer specific studies in the omnichannel research. It highlights
the context-specific and fragmented nature of the findings of consumer-specific studies on the
decision making process. Third, our study provides evidence of dominant research addressing
the cognitive aspect of consumer decision making. Fourth, our research suggests that a large
number of studies have been done in multiple industries and few studies are done on
industries, such as jewellery, healthcare, and catering. . Fifth, we reveal that research has
majorly concentrated on developed countries, but overlooked cross-cultural contexts and
limited attention has been given to emerging markets.
We derived insights through a discussion over the important aspects, such as research
context, publication outlet, research method, data collection method, and geographic
orientation in the omnichannel retailing area. Further, we utilised a classic framework from

Kolbe’s (1990) cognitive-affective-conative model to understand consumer responses in the
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omnichannel retailing context. The systematic literature review demonstrated that extant
literature has substantially contributed to our understanding of consumer decision-making
process in the omnichannel retailing environment. We also highlighted ongoing trends,
discovered a number of research gaps, and presented a strong foundation for future research.
Specifically, we have identified gaps that future studies should address regarding
omnichannel theory, method, and context. The study advances our knowledge on how
consumers behave in an omnichannel setting, as well as provide notable implications for
academicians and retail practitioners. We believe that our review will invite scholars to this
nascent and promising research domain and inspire similar studies in the future.
Figure: 1 Systematic literature review search criteria
Figure 2: Distribution of Papers in terms of time period (N=131)
Figure 3: Distribution of Papers in terms of methods (N =131)

Figure 4: Distribution of papers in terms of geographical areas (N= 131)
Figure 5: Distribution of papers in terms of Industry focus (N =82)
Figure 6: Distribution with respect to the data collection method (N = 82)
Table 1: Review Protocol
Table 2: Distribution of articles published in top five journals
Table: 3: Ten most highly cited omnichannel retailing publications

Table 4: Thematic analysis of literature
Table 5: Theories used in Omnichannel retailing studies

Table 6: List of dependent variables used in the study
Table 7: Analysis of the consumer-focused studies from CAC perspective
Table 8: Potential research areas and questions to advance the field of omnichannel retailing
Table 9: Summary of key findings and managerial implications

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Omni-channel retailing research–state of the art and intellectual foundation. International
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Hoehle, H., Aloysius, J. A., Chan, F., & Venkatesh, V. (2018). Customers’ tolerance for
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validation in omnichannel retail stores: enabling logistics and supply chain analytics. The
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Hwang, H., & Kim, K. O. (2015). Social media as a tool for social movements: The effect of
Accepted Article
social media use and social capital on intention to participate in social movements.
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Kahiya, E. T. (2018). Five decades of research on export barriers: Review and future
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Lafkihi, M., Pan, S., & Ballot, E. (2019). Freight transportation service procurement: A
Accepted Article
literature review and future research opportunities in omnichannel E-
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Lynch, S., & Barnes, L. (2020). Omnichannel fashion retailing: examining the customer
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decision-making journey. Journal of Fashion Marketing and Management: An International
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Modak, N. M. (2017, October). Exploring Omni-channel supply chain under price and
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Paul, J., & Benito, G. R. (2018). A review of research on outward foreign direct investment
Accepted Article
from emerging countries, including China: what do we know, how do we know and where
should we be heading?. Asia Pacific Business Review, 24(1), 90-115.
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Paul, J., & Mas, E. (2019). Toward a 7-P framework for international marketing. Journal
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Paul, J., & Rosado-Serrano, A. (2019). Gradual internationalization vs born global

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Paul, J., & Singh, G. (2017). The 45 years of foreign direct investment research: Approaches,
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Paul, J., Parthasarathy, S., & Gupta, P. (2017). Exporting challenges of SMEs: A review and
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Paul, J., Agatz, N., Spliet, R., & De Koster, R. (2019). Shared Capacity Routing Problem−
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Paul, J., Sankaranarayanan, K. G., & Mekoth, N. (2016). Consumer satisfaction in retail
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Rey-Moreno, M., & Medina-Molina, C. (2016). Omnichannel strategy and the distribution of
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Appendix: I
Accepted Article
Earlier literature review on omnichannel retailing
Major focus in
Time Sample
Authors Journal omnichannel Major Contribution
Span size
retailing
Cai and Lo International 2005-2019 192 Omnichannel Propose a framework for
(2020) Journal of (March) retailing “omnichannel management”
Production (Overall) and offer significant managerial
Economics implications to retail firms
aiming to devise an
omnichannel strategy.
Daugherty et International 1990-2017 Not Logistics Offer insights into customer

al. (2019) Journal of specified customer service strategies and suggests
Physical service how to make a smooth
Distribution & transition into changing
Logistics logistics environment.
Management
Omnichannel Categorise literature based on
Taylor et al. International 2002-2018 104 fulfilment demographics and suggest that
(2019) Journal of strategies the integration of fulfilment
Logistics channel inventory and resources
Management is an important objective of
fulfilment management.
Perannagari International 2014-2019 35 Augmented Eight themes are derived from

and Journal of Retail (March) Reality on literature, and the conceptual
Chakrabarti & Distribution Retail framework has been developed
(2019) Management to explain the relationship
between various variables that
influence the acceptance of
augmented reality interactive
technology.
Lafkihi et al. Transportation 1998-2017 78 Freight Provide insight into the existing
(2019) Research transportation freight transportation
organisation organisation and procurement
and mechanism and suggest
procurement challenges and opportunities of

mechanisms freight transportation in the
Accepted Article omnichannel environment.
Galipoglu et International 2000-2016 70 Logistics and Give insight into logistics and
al. (2018) Journal of supply chain supply chain aspects of
Physical aspects omnichannel retailing from
Distribution & methodological and concept
Logistics perspective.
Management
Kembro et International Not 64 Transition of Identify omni-channel logistics-
al. (2018) Journal of specified warehouse related themes and these themes
Physical operations and are grouped into the value
Distribution & design proposition and channel
Logistics management, and physical
Management distribution network design
categories.
Melacini et International 2002-2017 58 E-fulfilment Provide issues pertaining to e-

al. (2018) Journal of and fulfilment and distribution
Physical distribution aspects of omnichannel retailing
Distribution & and map these issues with
Logistics distribution network, inventory
Management and capacity management,
delivery planning and
execution.
Cummins et Journal of Not Not Sales and Sales Review six areas of
al. (2016) Research in Specified Specified Management omnichannel retailing and offer
Interactive a framework for omnichannel
Marketing retailing
Beck and Journal of 1990-June 30 Multichannel, Categorise Multi-channel

Rygl (2015) Retailing and 2014 Cross, channel retailing, Cross-channel
Consumer and retailing, and Omni-channel
Services Omnichannel retailing and develops a
Retailing taxonomy of multi-channel
retailing

Accepted Article Appendix: 2 Distribution of articles by Journal Outlet
ABDC 2019
Journal Name Number References
Ranking
Hübner et al (2016), Picot-Coupey et al. (2016),

Hüseyinoğlu et al (2017), Ieva & Ziliani (2018), Berman
& Thelen (2018), Kazancoglu & Aydin (2018), Ye et al.
International Journal of Retail &
A 15 (2018), Yrjölä et al. (2018), Perannagari & Chakrabarti
Distribution Management
(2019), Jocevski (2019), Cheng-Xi Aw (2019),
Savastano et al. (2019), Zhang et al. (2019), Xu & Cao
(2019), Silva et al.(2020)
Hu¨bner et al (2016), Bernon et al. (2016), Ishfaq et al.
(2016), Murfield et al. (2017), Galipoglu et al. (2018),
International Journal of Physical
Larke et al. (2018), Kembro et al. (2018), Marchet et al.
Distribution & Logistics A 13
(2018), Melacini et al. (2018), Wollenburg et al. (2018),
Management
Buldeo Rai et al.(2019), Daugherty et. al. (2019), Song
et al. (2019)
Chen et al. (2018), Hosseini et al. (2018), Ilk et al.
Decision Support System A* 8 (2018), Kim & Chun (2018), Wang (2018), Li et al.
(2018), Shen et al. (2018), Wiener et al. (2018)
Beck & Rygl (2015), Blom et al. (2017), Huré et al.
Journal of Retailing and Consumer (2017), Chatterjee & Kumar (2017), Adivar et al.
A 8
Services (2019), Alexander & Cano (2019), Frasquet et al.
(2019), Hallikainen et al. (2019)
Abdulkader et al. (2018), Du et al. (2018), Xu &
International Journal of Production
A 7 Jackson (2019a), Xu & Jackson (2019b), Gupta et al.
Economics
(2019), Cai & Lo (2020), Jin et al. (2020)
Ver’hoef et al. (2015), Ailawadi & Farris (2017),
Journal of Retailing A* 4
Herhausen et al. (2019), Valentini et al. (2020)
International Journal of Logistics Ma (2017), Hoehle et al. (2018), Taylor et al. (2019),
A 4
Management Song et al. (2019)
Journal of Research in Interactive Cummins et al. (2016), Payne et al. (2017), Hilken et al.
B 4 (2018), Dahl et al. (2018)
Marketing
Management Science A* 3 Bell et al. (2017), Gao & Su (2017), Gao & Su (2018)
Manufacturing & Service Gao & Su (2016), Harsha et al. (2019), Caro et al.
A* 3
Operations Management (2020)
Asia Pacific Journal of Marketing Yumurtacı Hüseyinoğlu et al. (2018), Park & Kim
A 3
and Logistics (2019), Jo et al. (2020)
Saghiri et al. (2017), Dahl et al. (2019), Miquel-Romero
Journal of Business Research A 3 et al. (2020)
Barwitz & Mass (2018), Cao & Li (2018), Pagani et al.

Journal of Interactive Marketing A 3
(2019)

International Transactions in Ovezmyradov & Kurata (2017), Ovezmyradov &
Accepted Article
Operational Research
The International Review of Retail,
B 3
Kurata (2018), Yang and Zhang (2020)
Buldeo Rai et al. (2018),Yrjölä et al. (2018), Hickman et

Distribution and Consumer B 3
al. (2019)
Research
Industrial Marketing Management A* 2 Lee et al. (2019), Hossain et al. (2020)
Transportation Research Part E A* 2 Lafkihi et al. (2019), Wei & Li (2020)
Industrial Management & Data Yang et al. (2019), Yan et al (2019)

A 2
System
International Journal of Electronic Piotrowicz & Cuthbertson (2014), Wollenburg et al.

A 2 (2018)
Commerce
MIT Sloan Management Review A 2 Brynjolfsson et al. (2013), Bell et al. (2014)
MIS Quarterly Executive A 2 Hansen & Sia (2015), Gu & Tayi (2017)
Journal of Fashion Marketing and

B 2 Kang (2019), Lynch & Barnes (2020)
Management
Electronic Commerce Research and
C 2 Zhang et al. (2018), Cortinas et al. (2019)
Applications
European Journal of Operations
A* 1 Paul et al. (2019)
Research
Information System Research A* 1 Zhou et al. (2020)
International Journal of Information Shi et al. (2020)

A* 1
Management
Journal of Marketing Research A* 1 Fisher et al. (2019)
Journal of Operations Management A* 1 Akturk et al. (2018)
Computer in Human Behaviour A 1 Rodríguez-Torrico et al. (2017)
Computer & Industrial Engineering A 1 Balakrishnan et al. (2018)
Decision A 1 Chopra (2016)
Harvard Business Review A 1 Rigby (2011)

International Journal of Bank Mainardes et al. (2020)
A 1
Marketing
International Journal of Operations Lim & Srai (2018)

A 1
and Production Management
International Journal of Production He et al. (2020)

A 1
Research
Journal of Advertising research A 1 Fulgoni (2014)
Journal of Enterprise Information Hamouda (2019)

A 1
Management
Journal of Services Marketing A 1 Rosenmayer et al. (2018)

Technology Forecasting and Social
Accepted Article
Change
Business Horizons
A
B
1
1
Briel (2018)
Caro & Sadr (2019)
European Management Journal B 1 Sebald & Jacob (2020)
Journal of Financial Services Komulainen & Makkonen (2018)

B 1
Marketing
Journal of Internet commerce B 1 Kang et al. (2018)
Journal of Manufacturing Yadav et al. (2019)

B 1
Technology Management
Journal of Marketing Channel B 1 Silva et al. (2018)
Journal of Theoretical and Applied Lee (2020)

B 1
Electronic Commerce Research
Young Consumer B 1 Sharma et al. (2019)
Applied Soft Computing C 1 Chen et al. (2018)
Publishing research Quarterly C 1 Petterson & Colbjørnsen (2019)
Telematics and Informatics C 1 Park & Lee (2017)
Frontier in Psychology Not Listed 1 Juaneda-Ayensa et al. (2016)
International Journal of Logistics Aktas et al. (2020)

Not Listed 1
Research and Applications
Journal of Innovation & Knowledge Not Listed 1 Moreno & Medina-Molina (2016)
Supply Chain Forum: An Modak (2017)

Not Listed 1
International Journal

Table 1: Review Protocol
Accepted Article
Bibliographic Data Description
Author(s) Who is the author
Journal In which journal was the paper published?
Year of Publication When was the article published?
Geographical Focus Where does the data come from in the omnichannel studies?
Type of research article (in

What is the nature of the research article?
terms of methodology)
Geographical Focus What is the geographical focus and coverage of the data?
Industry Focus Which industries are targeted for data collection?
Data Collection Method What is the method of data collection
Major Themes What are the major themes of omnichannel studies
What is the consumer response, in terms of cognitive, affective, and

Consumer Decision Making
conative aspects in the omnichannel retailing literature
Dependent Variables What are the dependent variables explored in the study?
Findings What are the main findings of the study?
Adapted from Stechemesser and Guenther (2012)
Table 2: Distribution of articles published in top five journals
ABDC-2019
Journal Name Number References
Ranking
Hübner et al (2016), Picot-Coupey et al.
(2016), Hüseyinoğlu et al (2017), Ieva &
Ziliani (2018), Berman & Thelen (2018),
International Journal of Kazancoglu & Aydin (2018), Ye et al.
Retail & Distribution A 15 (2018), Yrjölä et al. (2018), Perannagari &
Management Chakrabarti (2019), Jocevski (2019), Cheng-

Xi Aw (2019), Savastano et al. (2019),
Zhang et al. (2019), Xu & Cao (2019), Silva
et al.(2020)

Hu¨bner et al. (2016), Bernon et al. (2016),
Accepted Article Ishfaq et al. (2016), Murfield et al. (2017),
Galipoglu et al. (2018), Larke et al. (2018),
International Journal of
Physical Distribution & A 13 Kembro et al. (2018), Marchet et al. (2018),
Logistics Management Melacini et al. (2018), Wollenburg et al.

(2018), Buldeo Rai et al. (2019), Daugherty
et al. (2019), Song et al. (2019)
Chen et al. (2018), Hosseini et al. (2018), Ilk

et al. (2018), Kim & Chun (2018), Wang
Decision Support System A* 8 (2018), Li et al. (2018), Shen et al. (2018),
Wiener et al. (2018)
Beck & Rygl (2015), Blom et al. (2017),

Huré et al. (2017), Chatterjee & Kumar
Journal of Retailing and (2017), Adivar et al. (2019), Alexander &
A 8
Consumer Services Cano (2019), Frasquet et al. (2019),
Hallikainen et al. (2019)
Abdulkader et al. (2018), Du et al. (2018),
International Journal of Xu & Jackson (2019a), Xu & Jackson

A 7 (2019b), Gupta et al. (2019), Cai & Lo
Production Economics
(2020), Jin et al. (2020)
Ver’hoef et al. (2015), Ailawadi & Farris
Journal of Retailing A* 4 (2017), Herhausen et al. (2019), Valentini et

al. (2020)
International Journal of Ma (2017), Hoehle et al. (2018), Taylor et al.

A 4 (2019), Song et al. (2019)
Logistics Management
Cummins et al. (2016), Payne et al. (2017),

Journal of Research in
B 4
Interactive Marketing Hilken et al. (2018), Dahl et al. (2018)
Table: 3: Ten most highly cited omnichannel retailing publications

Web of
Science Web of
Author Journal Year of Citations Science
Major Focus
(s) Title Publications (Average Total
Citations Citation
Per Year)

Review the development of existing
Accepted Article
Verhoef
research in multi-channel retailing and
discuss the movement of retailing from
Journal of
2015 76.67 460
et al. Retailing
multi-channel to omnichannel
conceptually
Provides strategies for Omnichannel
Brynjolf MIT Sloan
retailing based on the product, demand
sson et Management 2013 28.25 226
level and the type of targeted
al. Review
customers
Measure the influence of ‘buy online
Gao and Management
and pick up in-store’ initiative on store 2017 22.75 91
Su Science
operations
Suggest the influence of information
Piotrowi International
technology on retail and provide
cz & Journal of
insight into the future role of traditional 2014 21.14 148
Cuthbert Electronic
stores in the omnichannel retailing
son Commerce
environment
Discuss the performance metrics that
Ailawadi
will assist analysis of the relationship Journal of
and 2017 20 80
between distribution and marketing Retailing
Farris
objective
Journal of
Define the concept and classification of
Retailing
Beck the multi-channel retailing, cross
and 2015 19.33 116
and Rygl channel- retailing and omnichannel
Consumer
retailing and retailers
Services
Suggest a framework for last-mile International
order fulfilment and analyse the pros Journal of
Huebner
and cons of various design concepts in Retail & 2016 17 85
et al.
omnichannel retailing in the grocery Distribution
industry Management
International
Journal of
Suggest how to transform from multi-
Huebner Physical
channel to integrated omnichannel 2016 16 80
et al. Distribution
fulfilment.
& Logistics
Management
Suggests how showrooms benefit the
Bell et Management
two most basic retail objectives: 2018 15.33 46
al. Science
demand generation and operational

efficiency
Accepted Article
Suggest that traditional retailers pursue Harvard
Rigby a strategy of omni-channel retailing to Business 2011 14.9 149
survive. Review
* as of 9th August 2020
Table 4: Thematic analysis of literature
Discipline Factors Primary focus References
Supply Chain Distribution Vehicle routing problem Abdulkader et al. (2018)

Focused fulfilment
Managing distribution system
Realignment of a distribution Ishfaq et al. (2016),

system
Anatomy of last-mile distribution Lim & Srai (2018),
E-fulfilment and distribution Melacini et al. (2018

review
Configuring retail fulfilment Wollenburg et al. (2018)

Processes
Delivery Next day, free delivery in Buldeo Rai et al. (2018)

omnichannel retail
Fast or free shipping options in Ma (2018)

omnichannel retailing
Freight transportation Lafkihi et al. (2019)
Facilities Optimisation of facility location Millstein et al. (2018)
Warehouse operations and design Kembro et al. (2018)
Importance of Off showroom Bell et al. (2017)
Shared capacity routing Paul et al. (2019)
Information Online and offline information Gao & Su (2016)

technology
Building touchpoints Ieva & Zilani (2018) Larke et al.
(2018)

Online and offline self-order Gao & Su(2017)
Accepted Article technology
Augmented reality Hilken et al. (2018)
Network design Network design in omnichannel Yadav et al. (2017)

environment
Optimisation of network design Yadav et al. (2018)
Return Online return management Bernon et al. (2016)

Management
Influence of ship-to-store service Akturk et al. (2018)
on sales and returns
Logistics Logistics service quality Murfield et al. (2017),

Yumurtacı Hüseyinoğlu et al.
(2018)
Logistics network Wollenburg et al. (2018),

Buldeo Rai et al. (2019)
Logistics service outsourcing Buldeo Rai et al. (2018)
Logistics service provider selection Chen et al. (2018)
Logistical development options for Hubner et al(2016b)

omnichannel fulfilment
Business logistics Models Marchet et al. (2018)
Performance Performance metrics and Adivar et al. (2018)

management framework for successful supply
chain
Marketing Channel Channel integration Zhang et al. (2018)

Focused Management
Channel design Picot-Coupey et al. (2016)
Channel strategy Hosseini et al. (2018), Jocevski

et al. (2019)
Importance of channels Yrjölä et al. (2018a)
Determinant of Channel integration Cao & Li (2018)
Channel return loyalty Xu & Jackson(2019b)

Channel selection Rodríguez-Torrico et al. (2017);
Accepted Article Xu & Jackson (2019a)
Impact of channel integration Zhang et al. (2018)
Channel integration quality Shen et al. (2018)
Synergies and coexistence of Wiener et al. (2018)

channels in omnichannel
Marketing Integrated marketing Manser Payne et al. (2017)

communications communications framework
Product Product recommendation algorithm Balakrishnan et al. (2018)
Marketing Devise and deploy an effective Berman & Thelen (2018)

program marketing program
Promotion Promotions’ effects on purchase Blom et al. (2017)

effect behaviour and brand image
Sales Omnichannel framework for Cummins et al. (2016)

management personnel selling and sales
management
Pricing Multi-period price optimisation Gupta et al. (2019)
Dynamic pricing Harsha et al. (2019)
Human resource Workforce Workforce staffing and assignment Ilk et al. (2018)
focused management decisions
Consumer- Consumer Consumer pattern of channel Frasquet et al. (2019)

focused behaviour usages
Consumer channel choice Park & Lee (2017)

behaviour
Customer engagement Lee et al. (2019)
Consumer pseudo showrooming Gu & Tayi (2017)

behaviour

Consumer purchase intention Kazancoglu & Aydin (2018)
Accepted Article Consumer response Ovezmyradov & Kurata (2019)
Customer journey Fulgoni (2014); Barwitz & Mass

(2018)
Customer tolerance Hoehle et al. (2018)
Customer value Huré et al. (2017)
Drivers of omnichannel behaviour Kang (2019)
Consumer Consumer complains Rosenmayer et al. (2018)

feedback
Consumer reaction Li et al. (2018)
Customer experience Komulainen & Makkonen

(2018)
Omnichannel Management Strategy and the distribution Brynjolfsson et al. (2013); Re

concept focused Moreno & Medina-Molina
(2016)
Omnichannel management with Du et al. (2018)

consumer disappointment aversion
Omnichannel capability Bell et al. (2014)
Omnichannel drivers and barriers Hanson & Sia (2015),Ye et al.

(2018)
Value proposition Yrjölä et al. (2018)
Future of omnichannel retailing Chopra(2016); von Briel (2018)
Concept specific Omnichannel retailing – Chen et al. (2018)

opportunities and challenges
Categorisation of multiple, multi, Beck & Rygl (2015)

cross and omnichannel retailing
Table 5: Theories used in Omnichannel retailing studies

Theory References
Accepted Article
Anticipated utility theory
Cognitive fit theory
Herhausen et al. (2019)
Li et al. (2020)
Commitment-trust theory Xu and Jackson (2019a)
Complex adaptive system theory Saghiri et al. (2017)
Complexity theory Miquel-Romero et al. (2020)
Configuration theory Lim and Srai (2018)
Consumer risk theory Xu and Jackson (2019b)
Contingency and configuration theory Wollenburg et al. (2018)
Dual Coding Theory Pagani et al. (2019)
Hüseyinoğlu et al. (2018), Hossain et
Dynamic capability theory
al. (2020)
Extended regret theory Chen et al. (2018)
Extended unified theory of acceptance and use of Juaneda-Ayensa et al. (2016),
technology Kazancoglu and Aydin (2018)
Firm-level transaction cost theory and consumer
Akturk et al. (2018)
utility maximisation
Formal disappointment theory Du et al. (2018)
Innovation-diffusion theory Cao and Li (2018), Shi et al. (2020)
Media richness theory Li et al. (2020)
Personalisation-privacy theory Morosan and DeFranco (2016)
Prospect theory Kang (2019)
Resource-based theory Song et al. (2019)
Self-determination theory Zhang et al. (2018)
Situated cognition theory Hilken et al. (2018)
Signaling theory Yang et al. (2019)
Social exchange theory Lee et al. (2018)
Technology acceptance model Perannagari and Chakrabarti (2020)
Xu and Jackson (2019a), Jo et al.

Theory of planned behaviour
(2020)
Theory of reasoned action Park and Kim (2019)
Transaction cost theory Xu and Jackson (2019b)
Table 6: List of dependent variables used in the study

Dependent variable Reference
Juaneda-Ayensa et al. (2016); Kazancoglu & Aydin (2018); Kang
Consumer purchase/shopping
(2019); Orús et al. (2019); Shi et al. (2020); Park & Kim (2019);
intention
Zhou et al. (2020)

Ieva & Ziliani (2018); Murfield et al. (2018); Hamouda, 2019;
Accepted Article
Consumer loyalty
Consumer purchasing behaviour
Mainardes et al. (2020)
Blom et al. (2017); Kang (2019); Park & Kim (2019)
Consumer online shopping
Park & Lee (2017); Yan et al. (2019)
channel choice behaviour
Consumer satisfaction Murfield et al. (2018); Hamouda (2019); Lee (2020)
Consumer engagement Manser Payne et al. (2017)
Consumer patronage intention Zhang et al. (2018)
Consumer shopping value Huré et al. (2017) ; Hossain et al. (2020)
Consumer disappointment
Du et al. (2018)
aversion
Consumer return and order
Zhang et al. (2018)
cancellation
Consumer acceptance Silva et al. (2019)
Consumer willingness to pay Chatterjee & Kumar (2017)
Consumer retention Li et al. (2018)
Savastano et al. (2019) ; Hickman et al. (2019) Alexander &
Consumer experience
Cano (2019)
Consumer tolerance Hoehle et al. (2018)
Web rooming intention Aw (2019)
Table 7: Analysis of the consumer-focused studies from CAC perspective
Author Key Findings
Cognitive (think) to Affective (feel)
Three dimensions of logistics service quality have different influence on

Murfield et al. (2017)
customer satisfaction and loyalty.
Touchpoint social value influences omnichannel shopping value, and

Huré et al. (2017)
omnichannel shopping perceived consistency affect their relationship.
Shopping goal congruent promotion positively influences the shopping

Blom et al. (2017)
experience.
Consumer exposure to touchpoints is positively related to loyalty intentions.

Ieva & Ziliani (2018) High touchpoint exposure is linked with the consumers’ intention to favour
long-term relationship.

Omnichannel consumers’ information attainment, price comparison, and social
Accepted Article
Kang (2018)
interaction have a positive influence on showrooming. Information attainment,
social interaction, and assortment seeking behaviour positively influence
webrooming.
Perceived value positively affects customer satisfaction, as well as customer

Hamouda (2019)
loyalty in the omnichannel banking context.
Brand familiarity, customisation, perceived value and technology readiness

Hickman et al. (2019)
positively influence the overall omnichannel experience.
Customers pursuing utilitarian aspects of omnichannel prefer time-saving

technological tools to get efficient shopping experience. On the other hand,
Savastano et al. (2019)
customers looking for hedonic aspects of omnichannel prefer enjoyment, fun
and unique shopping experiences.
Mainardes et al. (2020) Integrated interaction quality positively influences loyalty of bank clients.
Cognitive (think) to Conative (do)
Juaneda-Ayensa et al. Performance expectancy, effort expectancy and personal innovativeness

(2016) positively influence purchasing intention of omnichannel consumers.
Communication strategies such as SMS and app push alarm significantly affect
Park & Lee (2017)
consumer channel choice.
Rodríguez-Torrico et al. Personality trait determines the frequency of omnichannel behaviour and
(2017) channel preference.
Manser Payne et al. Provides integrated marketing communications framework that help in
(2017) understanding the influence of customer touchpoints on customer engagement.
Performance expectancy, effort expectancy, facilitating conditions, hedonic

Kazancoglu & Aydin
motivation, habit and price value positively affect consumer purchasing
(2018)
intention in the omnichannel context.
Consumer perceptions of channel integration affects perceived trust and

Zhang et al. (2018)
satisfaction as well as their shopping intention.
Channel integration quality influences perceived fluency across different

Shen et al. (2018)
channels, which in turn impacts omnichannel service usage.
Consumers’ perception of usefulness, ease of use, and compatibility positively

Silva et al. (2018) influence brand experience, which has a strong impact on behavioural use
intention.

Consumer perceived convenience in the social network has a positive impact
Accepted Article
Yan et al. (2019)
on consumer channel decisions.
Omnichannel adoption intention is influenced by omnichannel service

Park & Kim (2019) integration, omnichannel information consistency and perceived effectiveness
of omnichannel institutional mechanism.
Purchase-return channel consistency, monetary cost, and hassle cost positively

Xu & Jackson (2019b)
affect customers' return channel loyalty
Perceived costs of webrooming, purchase effort and expected price loss

Aw (2019)
negatively affect webrooming intention
Affective (feel) to Conative (do)
Perceived trust, situational factors, perceived risk, anxiety, need for interaction
Kazancoglu & Aydin
and privacy concern positively influence consumer-purchasing intention in the
(2018)
omnichannel context.
Social-local-mobile experience moderates the relationship between webrooming

Kang (2018)
and user-generated content creation intention on social media.
Perceived quality, degree of social network information, perceived risk of the

Yan et al. (2019) social network and perceived personalisation of omnichannel shopping
positively influence consumer channel decision.
Aw (2019) Shopping motivation negatively affects consumer intention of webrooming.
Perception of social-local-mobile consumer about the value of showrooming

Kang (2019) and webrooming are predictors of omnichannel shopping intention that in turn
affects consumers’ intention to share product reviews.
Xu & Jackson (2019b) Perceived risk has a positive influence on customers' return channel loyalty.
Consumer employs specific strategies to avoid risks throughout the

Lynch & Barnes (2020)
omnichannel decision-making journey.
Omnichannel experience predicts perceived compatibility and perceived risk

Shi et al. (2020)
that affect purchasing intention of consumers.
Table 8: Potential research areas and questions to advance the field of omnichannel retailing
Topics Major themes Future research questions

(Gaps Identified)
Accepted Article
Future direction – theory
Theoretical Need to establish  What are the different traditional theories that can be applied
foundation links to traditional to explain consumer behaviour?
theories  Which is the more parsimonious technological adoption
model to explain consumer behavioural intention to use
omnichannel retailing?
 How can technology adoption models be extended to explain
consumer behavioural intention to use omnichannel retailing
in a more comprehensive fashion?
 What theories (dynamic capability, knowledge-based theory,
relational view, etc.) shed light on a firm’s capability to
develop omnichannel retailing?
 What new or established organisational theories might future
empirical studies test and adapt in order to provide a better
frame for omnichannel retailing strategies?
 How can a resource-based view be applied in different
functional areas of a firm?
Consumer-focused Need for  What are the key differences in behavioural aspects of
studies comparative multichannel shoppers, cross channel shoppers and
studies omnichannel shoppers?
Need to include  How can socio-demographic variables like gender, age

additional group, income, and education level influence consumer
relevant usage intention and behaviour of omnichannel retailing?
dimensions  What conditions and behavioural factors determine
consumers’ usage of omnichannel retailing, customer
satisfaction, consumer values, enjoyment level, and repeat
purchase behaviour?
 What are the environmental and behavioural factors that
hinder the usage of omnichannel retailing?
 How can return management policy and reverse supply chain
influence consumer behaviour to use omnichannel retailing?
 How can social network and consumer perception influence
consumer psychology to use omnichannel retailing?
 How do consumer socialisation, social structural factors, and

personality factors contribute to consumer behaviour in
Accepted Article 
How can social media influence consumer behavioural
intention to use omnichannel retailing?
 To what extent do risk, security, and privacy concerns
determine consumer intention to use omnichannel retailing?
 What are the drivers, enablers and hinders of omnichannel
retailing from the consumers’ perspective?
Literature reviews  How can existing consumer-based studies be linked with
behavioural theories to demonstrate the development and
future scope of the omnichannel retailing studies?
Firm based studies Need for  What changes are needed in different functional business
balancing across areas to run omnichannel retailing?
different  In what ways does omnichannel marketing differ from
functional areas multichannel marketing and how should this transition be
managed?
 How can retailers utilise social media platforms to influence
the consumer-purchasing decision?
 How does a retailer use data from social media to analyse
and predict consumer purchasing behaviour?
 How can marketers develop advertising content to better
target key consumer segments to use omnichannel retailing?
 How can human resource managers implement omnichannel
friendly practices to motivate employees?
 How do soft aspects of management, such as culture,
leadership support, employee autonomy, employee
engagement, compensation practices and human resource
management be employed to support omnichannel retailing?
 How do firms make financing decisions related to
omnichannel related technological investments?
 How do financing and technological choices influence each
other? How is the return of technological investment
calculated in the case of omnichannel retailing?
 How is the effectiveness of omnichannel retailing measured?
 What variables and methods are used to measure the
effectiveness of omnichannel retailing?
Omnichannel  How does omnichannel retailing influence different
retailing on dimensions of the firms’ performance, including financial
performance performance, business performance, supply chain
performance, social performance, and environmental

performance?
Accepted Article Facilitators,
impediments, and
 What are the drivers, impediments, and facilitators of
omnichannel retailing from the firm’s perspective?
drivers of
omnichannel
research
Future direction – context
Geographical Need to expand  How do different cultural settings influence the

classification context to implementation of and consumer behaviour towards
developing omnichannel retailing?
countries  How should domestic vs international omnichannel strategy
be implemented?
Industry focus Need to measure  How do industry characteristics influence firms’

sectoral influence omnichannel strategies and consumer intention to use
on omnichannel omnichannel retailing?
consumer  How do industry characteristics support consumer value,
adoption loyalty, and repetitive use of omnichannel retailing?
 How do functional and emotional appeals of products satisfy
in different industry setting within the omnichannel
environment?
Future direction – methodology
Nature of method Need for mixed-  How can mixed-methods research expand and strengthen the
applied methods research understanding of omnichannel retailing concerning
consumer behaviour and different functional areas of the
firm?
 How does mixed-method research enhance our
understanding of various trade-offs involved with the
implementation of omnichannel retailing?
Nature of data Need to optimise  How can data from social media and POS be used to analyse
data collection and predict consumer behaviour within the context of

Accepted Article  How do multiple data sources help capture a more
comprehensive understanding of answers to the research
questions and improve the quality of results?
Data Analysis Need to borrow  How can analytical techniques from other disciplines (e.g.
techniques from operation research, computer science, mathematics) be used
other disciplines to answer research questions on various topics, such as
prediction of factors influencing a consumer purchase
decision, forecasting consumer channel selection decisions,
classification, and segmentation of consumer expectations
and complaints about omnichannel retailing?
 In what ways do the use of multi analytics techniques offer
reliable, valid results compared to a single analytical
method, and how may methodological comparison and
triangulation provide better insights into omnichannel
retailing research?
Table 9: Summary of key findings and managerial implications
Main findings Managerial implications
(Trends identified)
Limited literature reviews on  Review of consumer-focused studies will enable retailers to target
consumer-focused studies and improve upon variables that support consumer purchasing
decision and loyalty towards a brand.
Trends of survey research & lack  The use of mixed methods research will help retailers understand
of mixed-methods research how and why questions relevant to omnichannel retailing.
Primary focus on developed  More studies are needed in developing economies to enable
economies practitioners to target consumers from developing countries in an
effective way.
Omnichannel retailing studies  Retailers will benefit by understanding the factors that influence
skew towards multi-industry omnichannel retailing across all sectors.
scope  Retailers will benefit from the guidance on i) what are the sector-
specific variables and ii) how the sector-specific variables influence
omnichannel retailing strategy?
Trends using an online  Retailers should explore social media and in-depth interviews as
data collection methods to understand and predict consumer

questionnaire for data collection behaviour.
Accepted Article  In the development of an omnichannel strategy, retailers need to
complement primary data with secondary data to arrive at the most
comprehensive results and to reduce common method bias
New tools and methods are  New tools, techniques, and methods from various disciplines need to
needed to offer an assessment be developed to assist retailers in decision making related to
tool segmentation, prioritisation, optimisation, and prediction of diverse
aspects of omnichannel retailing.
Trends towards understanding a  Consumer-based studies provide opportunities for retailers to target
diverse aspect of consumer and strengthen variables that positively influence different stages of
decision making consumer decision making.

ijcs_12617_f1-6.docx
Accepted Article
Figure: 1 Systematic literature review search criteria
Figure 2: Distribution of Papers in terms of time period (N=131)

Accepted Article
Figure 3: Distribution of Papers in terms of methods (N =131)
Figure 4: Distribution of papers in terms of geographical areas (N= 131)

Accepted Article
Figure 5: Distribution of papers in terms of Industry focus (N =82)
Figure 6: Distribution with respect to the data collection method (N = 82)

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Keywords: Omnichannel; Retailing; Literature Review; Decision-making, Consumer Behaviour,

Short Running Title: Omnichannel Retailing Consumer Research

Name of the Authors:

Dr. Ruchi Mishra,

Institute of Rural Management, Anand (IRMA), India

Dr. Rajesh Kr Singh,

Management Development Institute (MDI), Gurgaon, India.

IESEG School of Management, Paris, France

Article type : Review Paper

Corresponding author mail id : ruchimishra@irma.ac.in

Consumer decision-making in Omnichannel retailing: Literature review

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Previous studies suggest consumer behaviour in omnichannel retailing to be a promising yet

Keywords: Omnichannel; Retailing; Literature Review; Decision-making, Consumer

Omnichannel retailing is an emerging retailing trend that has transformed conventional

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2.1. Step 1: Selection of research questions, databases, and keywords

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2.2. Step 2: Application of practical screening criteria

2.3. Step 3: Application of methodological screening criteria

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3. Research findings and analysis

3.1. Overview and general characteristics – Bibliographic analysis

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3.2. Top ten omnichannel retailing publications by citation

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3.3. Focus and content of the papers

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3.4. Theoretical Underpinnings

Through our analysis, we identified different theoretical frameworks/lenses used in

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Consequently, as the next layer of analysis, we applied Kolbe’s (1990) cognitive-affective-

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3.5.1. The cognitive dimension (thoughts and processes)

Many studies examined consumer perception and motivation driving omnichannel

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3.5.2. The affective dimension (attitudes and emotions)

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4. Synthesis of findings and future research agenda

4.1. Current trends in the omnichannel retailing literature

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In terms of empirical studies on omnichannel retailing, most explored different functional

With respect to methodological orientations, survey-based research tends to dominate the

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In terms of theoretical positioning, consumer-focused studies engaged a range of theories to

4.2 Research gaps and perspectives for future research

4.2.1. Future Directions – Theory

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In addition to the dominance of cognitive aspects of consumer decision-making (see Table 7

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4.2.2. Future Directions – Context

4.2.3. Future Directions – Methodology

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5. Implications of Current Systematic Review

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Figure: 1 Systematic literature review search criteria