Abstract

The aim of this study is to explore the characteristics of omnichannel shoppers in the context of webrooming and showrooming behavior. A total of two hundred and forty research papers were accessed from various sources through searches based on keywords. One hundred and thirteen papers were found to be relevant for further analysis. Most of the studies were from the USA and UK and had predominantly used structural equation modeling for analysis and establishing relationships between the variables of interest. Based on analysis of these studies and a thorough review of extant literature on omnichannel retail environment in general and webrooming and showrooming behavior in particular, the present study attempts to (i) provide deeper insights into the omnichannel phenomena; (ii) identify the determinants of the consumer purchase journey in an omnichannel environment; (iii) categorize the extant studies in five broad areas; and (iv) identify the critical areas for future research focusing on new forms of buying behaviors.

摘要

这项研究的目的是在网络空间和陈列室行为的背景下探索全渠道购物者的特征。通过基于关键字的搜索，从各种来源访问了总共244篇研究论文。发现有113篇论文与进一步分析有关。大多数研究来自美国和英国，并且主要使用结构方程模型进行分析并建立目标变量之间的关系。在对这些研究进行分析的基础上，对现有的有关全渠道零售环境的文献进行全面回顾，特别是对Webroom和陈列室行为的全面回顾，本研究试图（i）对全渠道现象提供更深刻的见解；（ii）确定全渠道环境中消费者购买旅程的决定因素；（iii）将现有研究分为五个主要领域；（iv）确定未来研究的重点领域，重点是新的购买行为形式。