A SYSTEMATIC LITERATURE REVIEW ON OMNICHANNEL CONSUMER BEHAVIOR IN THE RETAIL SECTOR
DOI:
https://doi.org/10.1234/aira.v2i2.61Keywords:
Consumer Behavior, Omnichannel Retailing, Personalization, Technology Adoption, Retail StrategyAbstract
This study presents a systematic literature review (SLR) on omnichannel consumer behavior in retail,synthesizing insights from 47 peer-reviewed articles published between 2020 and 2025 and indexed in the Scopus database. The primary objective is to understand how consumers behave across integrated physical and digital retail channels, what factors influence their engagement, and how retailers respond to evolving expectations. The review methodology follows the PRISMA framework, employing both qualitative thematic synthesis and bibliometric analysis using VOSviewer software. Key findings reveal six dominant themes: integrated customer experience, personalization, channel-switching behavior, trust and loyalty, technology adoption, and post-pandemic shifts in consumer priorities. The bibliometric visualization indicates an increasing scholarly focus on data-driven strategies and technological transformation in omnichannel contexts. While the literature emphasizes personalization and seamless integration, notable research gaps remain—particularly concerning emerging markets, long-term strategic outcomes, and the role of social media. This review offers a comprehensive foundation for future research and provides actionable insights for practitioners aiming to build competitive, consumer-centric retail strategies in a dynamic and digitally driven environment.
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