Conceptualization of omnichannel customer experience and its impact on shopping intention: A mixed-method approach

Shi, Si; Wang, Yi; Chen, Xuanzhu; Zhang, Qian

doi:10.1016/j.ijinfomgt.2019.09.001

Cited by 274 publications

(324 citation statements)

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“…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).…”

Section: Introductionmentioning

confidence: 99%

Consumer decision‐making in omnichannel retailing: Literature review and future research agenda

Mishra

Singh

Köles

2020

Int J Consumer Studies

269

255

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The emergence of omnichannel retailing has revolutionized 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 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.

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Section: Introductionmentioning

confidence: 99%

Consumer decision‐making in omnichannel retailing: Literature review and future research agenda

Mishra

Singh

Köles

2020

Int J Consumer Studies

269

255

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“…The difference in the consumers motivation in showrooming and webrooming is determined (Flavián, Gurrea, & Orús, 2020;Schneider & Zielke, 2020). Efficiency of transition from multichannel to omnichannel retail trade is proved (Shi, Wang, Chen, & Zhang, 2020). The characteristics of Generation Y in online shopping are revealed (Ladhari, Gonthier, & Lajante, 2019).…”

Section: Problem Statementmentioning

confidence: 99%

Virtual Merchandising As A Progressive Driver Of Retail In Digital Economic Conditions

Ralyk¹,

Ivanova²,

Gorgodze³

2020

European Proceedings of Social and Behavioural Sciences

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“…having an e-commerce channel could help build brand awareness in geographic markets where retailers want to open brick and mortar stores (Avery et al, 2012). With access to more customer data from the e-commerce channel, retailers could personalize their marketing efforts to different consumers based on where they are in the purchase process (Shi et al, 2020).…”

Section: Impact Of E-commerce On Retailersmentioning

confidence: 99%

“…In more recent years, the concept of multichannel retailing has evolved into omnichannel retailing (Shi et al, 2020;Verhoef et. al, 2015;Zhang et al, 2018).…”

Section: Omnichannel Retailingmentioning

confidence: 99%

“…Finally, if they had not before, retailers need to integrate the management of their different channels within their companies in order to provide customers with a consistent brand experience (Shi et al, 2020) Integrating channels can lead to benefits for retailers such as increased sales and customer retention (Cao & Li, 2015).…”

Section: Implement a Strong Omnichannel Strategymentioning

confidence: 99%

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The Challenges and Opportunities Created by a Global Pandemic's Effects on Consumer Shopping Behavior Within the Fashion Retail Industry

O’Connor¹

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The fashion retail industry has already been undergoing an extensive transformation since the introduction of e-commerce in the late 1990s. However, changes in consumer shopping behavior caused by the COVID-19 pandemic have fundamentally altered the industry in a matter of months. Because the COVID-19 pandemic is relatively recent, there is a lack of literature regarding the challenges and opportunities for fashion retailers in light of these changes in consumer behavior. This project will illuminate the challenges and opportunities created by the COVID-19 pandemic for the different distribution modes in the fashion retail industry: brick and mortar stores, e-commerce, and omnichannel retailing. By synthesizing existing literature on the prior e-commerce disruption, pre-pandemic situation, and the COVID-19 situation, this study will provide context to explain fashion retail industry's current state of flux. Research findings will also reveal valuable insights about consumer shopping behavior in a pandemic and the role consumers play in industry transformation. Based on these insights, this study will provide research-based recommendations for fashion retailers to thrive in the current landscape and as the industry eventually moves to a post-pandemic environment. CHALLENGES AND OPPORTUNITIES OF A PANDEMIC 4 apocalypse. Section two focuses on the changes in consumer shopping behavior caused by the pandemic and the current challenges and opportunities presented to retailers. The final section provides recommendations for retailers to respond to these challenges and opportunities. Together these sections will identify what the literature reveals about the impact of disruption on the fashion retail industry and the responses by consumers and retailers. Methodology The purpose of this paper is to address the challenges and opportunities for US fashion retailers presented by changes in consumer shopping behavior caused by the COVID-19 pandemic. Research Questions Four research questions guided this study: Research Question 1: What are the changes in consumer shopping behavior caused by the COVID-19 pandemic? Research Question 2: What are the challenges presented by these changes in consumer shopping behavior for brick and mortar, e-commerce, and omnichannel modes of distribution? Research Question 3: What are the future opportunities for these three modes of distribution? Research Question 4: Given these changes in consumer shopping behavior, how can brick and mortar retailers thrive? To answer these research questions, I conducted an extended literature review of scholarly sources published between 2005 and 2020. The majority of sources came from academic journals such as the Journal of Retailing, Journal of Business Research, and the Journal of Marketing. Recent data and statistics from sources such as the U.S. Census Bureau, McKinsey Insights, and Statista are also included. Additionally, I interviewed an account

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Conceptualization of omnichannel customer experience and its impact on shopping intention: A mixed-method approach

Cited by 274 publications

References 73 publications

Consumer decision‐making in omnichannel retailing: Literature review and future research agenda

Consumer decision‐making in omnichannel retailing: Literature review and future research agenda

Virtual Merchandising As A Progressive Driver Of Retail In Digital Economic Conditions

The Challenges and Opportunities Created by a Global Pandemic's Effects on Consumer Shopping Behavior Within the Fashion Retail Industry

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