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Advances in digital technologies and the growing number of touch points have had a significant impact on the shopping behaviour of omnichannel customers. Several research papers have explored different facets of omnichannel, but only a few have thoroughly explored the literature on showrooming and webrooming simultaneously. This paper aims to identify the key groups of antecedents influencing customer buying behaviour in omnichannel, under the influence of digital technologies, with a particular focus on showrooming and webrooming.

Our study conducted a systematic literature review to identify the factors influencing customers’ buying behaviour in omnichannel, which have been the subject of academic discussion over the last decade. We finalized 149 articles for the thematic analysis and identified three groups of antecedents: channel-related, product-related and consumer-related with their subgroups.

Under channel-related antecedents, cost and perceived benefits, search convenience, need for interaction and situational circumstances have been identified as major attributes. The expressiveness of the product, product demonstration and search and experienced products have been identified under product-related antecedents, followed by price consciousness, past experiences, perceived risks and shopping motivations as leading attributes under consumer-related antecedents. The study revealed the multifaceted influence of digital technologies on omnichannel buying behaviour. Digital technologies are shaping the antecedents related to channels, products and consumers. Digital technologies simultaneously mediate between antecedents and the selection of a specific path within an omnichannel environment. Showrooming and webrooming should no longer be seen as general concepts. The rise of digital technologies has led to the development of new consumer journey patterns and the blurring of distinctions between showrooming and webrooming. A conceptual framework has been proposed to understand consumers' omnichannel behaviour, having considered the identified antecedents and the role of digital technologies.

This study advances the academic understanding of consumer behaviour in omnichannel under the influence of digital technologies and provides important implications for omnichannel management. With the advancement of digital technologies such as augmented reality and virtual reality, retailers should implement channel integration strategies to bridge the gap between online and offline channels, providing a memorable shopping experience for omnichannel customers.

This study is unique because it identifies and analyses the antecedents of consumer behaviour in omnichannel settings under the influence of digital technologies. It also uncovers new potential combinations of showrooming and webrooming patterns. The proposed framework can help retailers in their future planning of omnichannel strategies.

Mass customization is a production process that allows consumers to customize products from an array of options to suit their preferences and needs and benefit from large-scale production efficiencies. In recent years, several apparel retailers have integrated customization into their online presence. While the benefits of online apparel mass customization (OAMC) are apparent, factors that determine the usage of the process are many. Therefore, it is important to explore these factors and understand the relationships between them and the impact on the intention to use OAMC.

A review of studies published in the last decade was conducted through the Scopus, Web of Science and JSTOR databases in September 2023. Peer-reviewed research articles published in the English language were included. These studies were carried out in the United States of America, Canada, Korea and China and addressed motivations and antecedents of OAMC technology.

The data were extracted, and the findings were synthesized. The review process enabled us to examine several theories and determinants of OAMC. The latter were categorized into the following themes: “consumer personality and psychology”, “consumer perceptions”, “consumer behaviour determinants” and “process, experience and product”. The influence of consumer personality traits, psychogenic needs, characteristics and other facilitating conditions emerged through the review.

The purpose of this paper is to study the various determinants of OAMC and thereby provide valuable information to businesses in OAMC domains to improve customized processes, understand consumers' motivations and develop marketing strategies that improve overall satisfaction with OAMC.

Despite the online shopping trend, many women still prefer in-store experiences for trying on and buying clothes. The body positivity movement endorsed by many brands implies that all women, even those with lower body appreciation, should feel included in this setting. However, studies have yet to quantitatively explore the mediating role of women’s positive body image between clothing size and in-store experiences. To address this gap, this study examined the in-store experiences of 642 women from largely Western nations (Mage = 45.96, standard deviation (SD) = 9.31) who self-reported as straight-, mid- and plus-sizes and the mediating role of body appreciation.

Participants completed online questionnaires with measures including clothing size, body appreciation, in-store experiences and preferences for in-store changes.

Women of mid-size and plus-size were more likely than women of straight-size to report lower body appreciation, which led to a greater desire for guidance from staff about styles but less likelihood to approach them, higher discomfort going up a size and lower confidence trying on clothes. In contrast, straight-size women generally felt more comfortable and confident in-store clothes shopping. A direct link between clothing size and lower purchase intentions without in-store representation was found; however, body appreciation did not mediate this link. Preferences for in-store changes included better support from sales staff and more inclusive imagery.

This study indicates that in-store clothes shopping may not feel like retail therapy for women who identify as mid-size or plus-size and experience low body appreciation. It highlights the need for comprehensive reform within the fashion retail industry by prioritizing inclusivity through better staff support and in-store representation for all sizes.

Currently, attention to customer experience management is one of the most important management approaches in the business field. Focussing on improving customer experience and having a customer experience management strategy is one of the actions that service providers can take to improve their marketing performance by providing superior experiences to customers. The nature of customer experience is very important for the retail industry, especially for sportswear stores, because sports products are mostly experience-oriented and can be classified as a general experience. Despite the importance of consumption experience in consumer behaviour studies, the design of sports customer experiences has received less attention from researchers. Therefore, this chapter seeks to answer the question of what aspects of creating and developing customer experience in sportswear retail stores are. To answer this question, this chapter attempts to identify the areas of creating customer experiences in sports stores by using the views of sports marketing experts through qualitative research and using content analysis techniques. The findings indicate that sports stores try to provide the best experience for their customers by considering six aspects of human resources and employees, products, interior design, exterior space, technology and interaction and communication in their strategic marketing plans and investing in creating and developing these aspects. They create a distinct experience for customers and provide a basis for purchasing, satisfaction, loyalty and other positive marketing consequences for customers.

The study applied the information system success model (ISSM) to investigate the influence of information system qualities (ISQs) on consumer responses related to sustainable fashion consumption in the context of comparing 3D VR store and 2D website.

This study designed a questionnaire to measure five ISQs (usefulness, diversity, functionality, reliability and tangibility), immersion in messages and purchase intention. 270 data from women consumers of online fashion stores were collected using Macromill Embrain. Structural equation modeling with Amos 21 and process macro model 7 with SPSS 26 were used for analysis.

This study suggested the relevance of usefulness, diversity, reliability and tangibility among ISQs in evoking immersion in sustainable fashion messages and stimulating the purchase intention. In the moderation of website technology types, the effects of usefulness and tangibility on the immersion in sustainable fashion messages were stronger in 3D VR than 2D condition.

The study is meaningful as an initial study that identified the ISQs of online fashion stores by dividing the type of technology into 3D VR and 2D. We offer insights about the relevance and applicability of immersive VR technology in promoting sustainable fashion consumption and show the potential of online VR store as a new kind of sustainable fashion retail space.

How to reduce uncertainty in clothing online purchasing has become a primary concern for consumers. This study aims to investigate the effects of quality perception and multisensory perception on consumer online clothing purchase intention and to explore the mediating effect of trust.

This study was conducted with consumers who have online clothing shopping experiences. A total of 539 valid samples were analyzed by bootstrap and structural equation model.

The result of this research revealed that perceived information quality, perceived service quality, perceived haptic imagery and perceived visual-audio cues have a significant influence on purchase intention. Additionally, consumers’ trust is positively correlated with purchase intention. Trust mediates the relationship between the perceptions (perceived information quality, perceived service quality, perceived haptic imagery and perceived visual-audio cues) and purchase intention, irrespectively.

To investigate the effects of multisensory perception on purchase intention, perceived haptic imagery is adopted as a variable in this study. This study investigates the mediating role of trust between multisensory perception and purchase intention. The findings of this study can enrich Stimulus-Organism-Response (S-O-R) framework and Information System (IS) success model in the field of clothing online shopping.

The retail landscape is dramatically changing due to a series of socio-economic and technological challenges, which can be faced through the adoption of smart technologies. Accordingly, a significant number of publications in this field have been produced, albeit with fragmented results. Therefore, this paper aims at both providing a clear and organised overview of the main smart technologies for physical retailing, in terms of application fields and expected impact, while identifying the major shortcomings and future research avenues.

The research conducts a systematic review of the literature concerning the assimilation of smart technologies within physical retail environments, resulting in the analysis of 103 papers published from 2005 to 2023. The review highlights (1) the main smart technologies employed in retail stores, (2) their application area and (3) the beneficiaries of their adoption. Accordingly, these three aspects are initially assessed independently and then examined in combination.

The analysis presents a comprehensive list of 16 key technologies (what) that can support a wide range of processes, spanning from back-end functions to front-end activities, also enabling the connection with online channels (where), catering several and different benefits (why) to both customers and retailers (who). Besides, the research points out many uncovered topics that could be addressed by the academic community.

To the best of the authors’ knowledge, the review is the first one in the literature offering a thorough and organised overview of the different available technologies for in-store application and their impact on physical retail processes.

This study aims to conduct a rigorous bibliometric analysis of impulse buying research trends and patterns, map the conceptual landscape of the field, identify significant themes and propose a roadmap for future studies in this domain.

This study used Snyder’s (2019) four-step systematic review approach. By using a specific search string, articles from the past 21 years (2003–2023) were retrieved from the Scopus and Web of Science databases. Performance analysis and science mapping were conducted using Biblioshiny to analyze the field’s knowledge base.

The volume and influence of impulse buying research have surged over the past two decades. The factorial analysis identified three main sub-themes within the impulse buying literature. In addition, Bradford’s law confirmed that the top five journals account for a significant portion of the relevant research. Despite the increased publications, author productivity diverges from Lotka’s law, indicating a few influential authors. This study provides a detailed conceptual map of the research landscape and proposes targeted future research questions by highlighting untapped opportunities.

This study offers insights for refining marketing strategies and highlights the importance of ethical considerations in marketing, especially during crises. It also strengthens the theoretical foundation of impulse buying by mapping core themes and identifying unexplored areas.

This study introduces an innovative approach by using factorial analysis with the multiple correspondence analysis technique to develop a detailed conceptual structure map of impulse buying research. It applies bibliometric laws such as Bradford’s law and Lotka’s law to explain the dispersion of research articles. By identifying core themes, this study charts a roadmap for future inquiry, addressing significant gaps and uncovering new research directions.

The purpose of this paper is to systematically review authenticity in the branding context and suggest avenues for future research.

This study applies a systematic literature review process and analyzes a total of 171 articles published from 1988 to 2021 and three items that are books or book chapters.

Brand authenticity has several definitions and dimensions. Although some common ground can be found among researchers, the study of authenticity is very fragmented. Even so, brand authenticity is often associated with a brand being genuine, real, true to itself and its consumers, and with consistent behavior, reflecting its values. A growing number of studies about the topic have been published, most of them empirical, applied in different industries and different geographical contexts. The authors also present several constructs associated with the topic (antecedents and consequences). Finally, this study shows paths for scholars to build on.

The main limitations are associated with the inherent subjectivity related to the inclusion and exclusion criteria defined to select articles for the analysis.

This systematic review maps the past, structures existing knowledge about authenticity in the branding context, and sheds light on what could be future research in this field.

The objective is to contribute to the development of strategies through the identification of sustainability practices. Thus, the research has a twofold objective: to unveil sustainability practices integrated into last-mile logistics activities by e-commerce retailers, analyze the interrelations among these practices and categorize them based on their significance for small Brazilian e-commerce retailers.

A literature mapping was conducted to identify sustainability practices in last-mile activities adopted by e-retailers, leading to the proposal of a meta-model. A total of 67 articles are part of the final sample. Subsequently, the study applied the Decision-Making Trial and Evaluation Laboratory (DEMATEL) multicriteria decision-making technique to structure the research problem through cause-and-effect analysis among practices, aiming to prioritize critical practices.

The results indicate a strong dependence on economic practices to enable sustainability in last-mile logistics. In the economic dimension of sustainability, operating costs and quality of services are effect variables and achieved the highest relation concerning the other practices.

The article provides theoretical contributions by addressing two complementary areas of knowledge: Stakeholder Theory and Sustainability, also aligning with Global Reporting Initiative (GRI) guidelines. In practical terms, it stands out for offering valuable insights into the implementation of sustainable strategies by identifying economic, environmental and social practices in last-mile logistics, particularly within the context of small businesses in the e-retail segment.

The results help e-retailers re-evaluate last-mile logistics processes from a sustainability perspective. This study aims to fill the knowledge gap in the current literature on adopting sustainable practices in small e-commerce retail firms.

Considering that one of the pillars of sustainability is a commitment to social development, this study contributes to understanding the view of small e-retailers on the independent goods delivery workers responsible for the delivery of goods.

The originality of this research lies in identifying economic, social and environmental sustainability practices adopted by e-retailers in last-mile logistics processes. Additionally, the study focuses on the small-scale e-commerce retail segment, an area that has been little explored in the Brazilian context. Lastly, the proposed meta-model contributes to addressing practices from the perspective of Stakeholder Theory and the Sustainability approach.

El objetivo es contribuir al desarrollo de estrategias mediante la identificación de prácticas sostenibles. Por lo tanto, la investigación tiene un doble objetivo: revelar las prácticas de sostenibilidad integradas en las actividades logísticas de última milla de minoristas de comercio electrónico, analizar las interrelaciones entre estas prácticas y categorizarlas según su importancia para los pequeños minoristas de comercio electrónico en Brasil.

Se llevó a cabo un mapeo de la literatura para identificar prácticas de sostenibilidad en las actividades de última milla adoptadas por minoristas en línea, lo que llevó a la propuesta de un metamodelo. Un total de 67 artículos forman parte de la muestra final. Posteriormente, el estudio aplicó la técnica de toma de decisiones multicriterio Decision-Making Trial and Evaluation Laboratory (DEMATEL) para estructurar el problema de investigación mediante análisis de causa y efecto entre las prácticas, con el objetivo de priorizar las prácticas críticas.

El resultado indica una fuerte dependencia de prácticas económicas para implementar la sostenibilidad en la logística de última milla. En la dimensión económica de la sostenibilidad, los costes operacionales y la calidad de los servicios son variables de efecto y presentan una fuerte correlación.

La originalidad de esta investigación radica en identificar prácticas de sostenibilidad económica, social y ambiental adoptadas por minoristas en línea en los procesos logísticos de última milla. Además, el estudio se centra en el segmento minorista de comercio electrónico a pequeña escala, un área poco explorada en el contexto brasileño. Por último, el metamodelo propuesto contribuye a abordar prácticas desde la perspectiva de la Teoría de los Stakeholders y el enfoque de Sostenibilidad.

El artículo proporciona contribuciones teóricas al abordar dos áreas complementarias de conocimiento: la Teoría de los Stakeholders y la Sostenibilidad, alineándose también con las directrices de la Iniciativa de Reporte Global (GRI). En términos prácticos, destaca al ofrecer ideas valiosas sobre la implementación de estrategias sostenibles al identificar prácticas económicas, ambientales y sociales en la logística de última milla, particularmente en el contexto de las pequeñas empresas en el segmento minorista en línea.

Los resultados ayudan a los minoristas electrónicos a reevaluar los procesos logísticos de última milla desde una perspectiva de sostenibilidad. Este estudio pretende contribuir el avance del conocimiento de la literatura actual sobre la adopción de prácticas sostenibles en pequeñas empresas de comercio electrónico.

Teniendo en cuenta que uno de los pilares de la sostenibilidad es el compromiso con el desarrollo social, este estudio contribuye a comprender la visión de los pequeños minoristas electrónicos sobre los trabajadores independientes encargados de la entrega de mercancías.