A systematic literature review on omnichannel purchase intentions in the retail industry

Abstract

This article aims to provide a systematic literature overview of omnichannel customer behavior intent, identify key research trends, and propose future research directions. The study selected 61 articles published between 2011 and 2024 from databases such as Web of Science and Scopus and systematically analyzed their content to explore key research topics. The results show that the studies are classified into six main groups: theoretical framework and research model; external environmental stimuli; measurement of emotional state; behavioral response; channel integration factors in multichannel contexts; and application regulators in industry- and country-specific contexts. The paper identifies research gaps and brings new theoretical contributions by proposing new stimuli and pre-emotional factors, expanding the theoretical framework, and suggesting regulatory variables that influence multichannel customer shopping behavior. These contributions are particularly relevant in the context of customer behavioral intent, which is strongly influenced by social media and the rapid development of AI technology, opening up a new approach that helps researchers and businesses better understand modern customer dynamics and behavior.