Developing trends in showrooming, webrooming, and omnichannel shopping behaviors: Performance analysis, conceptual mapping, and future directions

Halibas, Alrence S., Van Nguyen, Anh Thi, Akbari, Mohammadreza, Akram, Umair, and Hoang, Mai Do Thi (2023) Developing trends in showrooming, webrooming, and omnichannel shopping behaviors: Performance analysis, conceptual mapping, and future directions. Journal of Consumer Behaviour, 22 (5). pp. 1237-1264.

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In an omnichannel era, businesses and marketers need insights into the dynamics of customer shopping behaviors, particularly the interplay between omnichannel, showrooming, and webrooming behaviors. This study investigates the evolution and trends of the research and channel shopping behaviors (RCSB) domain, spanning from 1998 to 2022, including the Covid-19 era. The study performed a bibliometric review of 500 papers in the Scopus database. The performance analysis reveals an annual growth rate of nearly 16%, with average citations per document of 44, indicating sustained and growing research interest. Science mapping revealed five distinct cluster themes, including showrooming and webrooming in multi- and omni-channel contexts; consumer behavior in online retail and shopping; customer satisfaction and trust in multi-channel retailing; mobile commerce in a multi-channel environment; and the interplay between online shopping, channel choice, and supply chain management. Furthermore, topics, such as showrooming, e-commerce, retailing, and omnichannel retailing, remain popular before and during the pandemic, as seen in the thematic evolution. Our examination of the thematic maps revealed various topics that gained significance during the pandemic, such as multichannel, channel choice, customer experience, social commerce, purchase behavior, and covid-19. Among these, the thematic maps indicate that customer experience, channel choice, multichannel, and covid-19 are emerging and basic topics. These topics can steer research directions in the RCSB domain toward examining customer experiences using digital innovations, e-commerce (including mobile and social commerce), and omnichannel strategy and management.

Item ID: 78835
Item Type: Article (Research - C1)
ISSN: 1479-1838
Copyright Information: This is an open access article under the terms of the Creative Commons Attribution-NonCommercial-NoDerivs License, which permits use and distribution in any medium, provided the original work is properly cited, the use is non-commercial and no modifications or adaptations are made.
Date Deposited: 06 Jun 2023 23:14
FoR Codes: 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3504 Commercial services > 350404 Retail @ 40%
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3509 Transportation, logistics and supply chains > 350909 Supply chains @ 40%
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350601 Consumer behaviour @ 20%
SEO Codes: 15 ECONOMIC FRAMEWORK > 1503 Management and productivity > 150302 Management @ 100%
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