Navigating Customer Intention in the Age of Omnichannel Retail: A Systematic Literature Review

Alimamy, S., & Gnoth, J. (2022). I want it my way! The effect of perceptions of personalization through augmented reality and online shopping on customer intentions to co-create value. Computers in Human Behavior, 128, 107105. https://doi.org/10.1016/j.chb.2021.107105
Ameen, N., Tarhini, A., Shah, M., & Madichie, N. O. (2020). Going with the flow: Smart shopping malls and omnichannel retailing. Journal of Services Marketing, 35(3), 337–349. https://doi.org/10.1108/JSM-02-2020-0066
Baek, E., Choo, H. J., Wei, X., & Yoon, S. Y. (2020). Understanding the virtual tours of retail stores: How can store brand experience promote visit intentions? International Journal of Retail and Distribution Management, 48(7), 759–779. https://doi.org/10.1108/IJRDM-09-2019-0294
Ben Mimoun, M. S., Lancelot Miltgen, C., & Slama, B. (2022). Is the shopper always the king/queen? Study of omnichannel retail technology use and shopping orientations. Journal of Retailing and Consumer Services, 65, 102844. https://doi.org/10.1016/j.jretconser.2021.102844
Brynjolfsson, E., Hu, Y. J., & Rahman, M. S. (2013). Competing in the age of omnichannel retailing. MIT Sloan Management Review, 54(4), 23–29.
Cattapan, T., & Pongsakornrungsilp, S. (2022). Impact of omnichannel integration on Millennials’ purchase intention for fashion retailer. Cogent Business and Management, 9(1), 2087460. https://doi.org/10.1080/23311975.2022.2087460
Chai, L., & Wang, Y. (2022). Exploring the sustainable usage intention of BOPS: A perspective of channel integration quality. Sustainability, 14(21), 14114. https://doi.org/10.3390/su142114114
Chang, Y. P., & Li, J. (2022). Seamless experience in the context of omnichannel shopping: Scale development and empirical validation. Journal of Retailing and Consumer Services, 64, 102800. https://doi.org/10.1016/j.jretconser.2021.102800
Chaudhary, P., Singh, A., & Sharma, S. (2022). Understanding the antecedents of omnichannel shopping by customers with reference to fashion category: The Indian millennials’ perspective. Young Consumers, 23(2), 153–170. https://doi.org/10.1108/YC-05-2021-1327
Cheah, J. H., Lim, X. J., Ting, H., Liu, Y., & Quach, S. (2022). Are privacy concerns still relevant? Revisiting consumer behaviour in omnichannel retailing. Journal of Retailing and Consumer Services, 65, 102242. https://doi.org/10.1016/j.jretconser.2020.102242
Chen, Y., & Chi, T. (2021). How does channel integration affect consumers’ selection of omnichannel shopping methods? An empirical study of U.S. consumers. Sustainability, 13(16), 8983. https://doi.org/10.3390/su13168983
Chimborazo-Azogue, L. E., Frasquet, M., Molla-Descals, A., & Miquel-Romero, M. J. (2021). Understanding mobile showrooming based on a technology acceptance and use model. Sustainability, 13(13), 7288. https://doi.org/10.3390/su13137288
Chimborazo-Azogue, L. E., Mollá-Descals, A., Miquel-Romero, M. J., & Frasquet, M. (2022). Mobile dependency and uncertainty reduction: Influence on showrooming behaviours and user-generated content creation. International Journal of Retail and Distribution Management, 50(8–9), 1325–1346. https://doi.org/10.1108/IJRDM-10-2021-0487
Cui, T. H., Ghose, A., Halaburda, H., Iyengar, R., Pauwels, K., Sriram, S., Tucker, C., & Venkataraman, S. (2021). Informational challenges in omnichannel marketing: Remedies and future research. Journal of Marketing, 85(1), 103–120. https://doi.org/10.1177/0022242920968810
Dai, B., & Pelton, L. E. (2018). Exploring consumers’ skincare retail patronage. Journal of Retailing and Consumer Services, 43, 111–122. https://doi.org/10.1016/j.jretconser.2018.04.002
Flacandji, M., & Vlad, M. (2022). The relationship between retailer app use, perceived shopping value and loyalty: The moderating role of deal proneness. International Journal of Retail and Distribution Management, 50(8–9), 1276–1293. https://doi.org/10.1108/IJRDM-10-2021-0484
Gao, W., & Fan, H. (2021). Omni-channel customer experience (In)consistency and service success: A study based on polynomial regression analysis. Journal of Theoretical and Applied Electronic Commerce Research, 16(6), 2256–2272. https://doi.org/10.3390/jtaer16060112
Geng, L., & Chang, Y. (2022). The effects of utilitarian value on omnichannel continuance intention: The moderating role of product involvement. Baltic Journal of Management, 17(4), 490–507. https://doi.org/10.1108/BJM-09-2021-0332
Gibson, S., Hsu, M. K., & Zhou, X. (2022). Convenience stores in the digital age: A focus on the customer experience and revisit intentions. Journal of Retailing and Consumer Services, 68, 103014. https://doi.org/10.1016/j.jretconser.2022.103014
Grace Phang, I., Ng, J. E., & Fam, K. S. (2021). Customer engagement and loyalty issues in the omnichannel fast-food industry. International Journal of Business and Society, 22(3), 1331–1346. https://doi.org/10.33736/ijbs.4313.2021
Herrero-Crespo, A., Viejo-Fernández, N., Collado-Agudo, J., & Sanzo Pérez, M. J. (2022). Webrooming or showrooming, that is the question: Explaining omnichannel behavioural intention through the technology acceptance model and exploratory behaviour. Journal of Fashion Marketing and Management, 26(3), 527–544. https://doi.org/10.1108/JFMM-05-2020-0091
Ieva, M., & Ziliani, C. (2018). The role of customer experience touchpoints in driving loyalty intentions in services. TQM Journal, 30(5), 444–457. https://doi.org/10.1108/TQM-11-2017-0141
Iyer, P., Davari, A., & Mukherjee, A. (2018). Investigating the effectiveness of retailers’ mobile applications in determining customer satisfaction and repatronage intentions: A congruency perspective. Journal of Retailing and Consumer Services, 44, 285–293. https://doi.org/10.1016/j.jretconser.2018.07.017
Jaengprajak, W., & Chaipoopiratana, S. (2022). Determining antecedents to omnichannel shopping intention among fast fashion consumers in Thailand: A mixed methods approach. ABAC Journal, 42(2), 31–52.
Johnson, O., & Ramirez, S. A. (2021). The influence of showrooming on Millennial generational cohorts’ online shopping behaviour. International Journal of Retail and Distribution Management, 49(1), 78–94. https://doi.org/10.1108/IJRDM-03-2020-0085
Kang, J. Y. M. (2018). Showrooming, webrooming, and user-generated content creation in the omnichannel era. Journal of Internet Commerce, 17(2), 145–169. https://doi.org/10.1080/15332861.2018.1433907
Kang, J. Y. M. (2019). What drives omnichannel shopping behaviors? Fashion lifestyle of social-local-mobile consumers. Journal of Fashion Marketing and Management, 23(2), 180–198. https://doi.org/10.1108/JFMM-07-2018-0088
Kim, C., Costello, F. J., & Lee, K. C. (2020). The unobserved heterogeneous influence of gamification and novelty-seeking traits on consumers’ repurchase intention in omnichannel retailing. Frontiers in Psychology, 11, 1664. https://doi.org/10.3389/fpsyg.2020.01664
Klein, P., & Popp, B. (2022). Last-mile delivery methods in e-commerce: Does perceived sustainability matter for consumer acceptance and usage? Sustainability, 14(24), 16437. https://doi.org/10.3390/su142416437
Kopot, C., & Cude, B. J. (2021). Channel depth or consistency? A study on establishing a sustainable omnichannel strategy for fashion department store retailers. Sustainability, 13(13), 6993. https://doi.org/10.3390/su13136993
Le, A. N. H., & Nguyen-Le, X. D. (2020). A moderated mediating mechanism of omnichannel customer experiences. International Journal of Retail and Distribution Management, 49(5), 604–621. https://doi.org/10.1108/IJRDM-02-2020-0054
Lee, K. H., & Kim, B. Y. (2021). Service satisfaction and continuous use intention on omnichannel-based pickup service. Journal of Distribution Science, 19(10), 5–17. https://doi.org/10.15722/jds.19.10.202110.5
Lee, W. J. (2020). Unravelling consumer responses to an omnichannel approach. Journal of Theoretical and Applied Electronic Commerce Research, 15(3), 65–81. https://doi.org/10.4067/S0718-18762020000300104
Lee, Z. W. Y., Chan, T. K. H., Chong, A. Y. L., & Thadani, D. R. (2019). Customer engagement through omnichannel retailing: The effects of channel integration quality. Industrial Marketing Management, 77, 90–108. https://doi.org/10.1016/j.indmarman.2018.12.004
Lim, X. J., Cheah, J. H., Dwivedi, Y. K., & Richard, J. E. (2022). Does retail type matter? Consumer responses to channel integration in omnichannel retailing. Journal of Retailing and Consumer Services, 67, 102992. https://doi.org/10.1016/j.jretconser.2022.102992
Liu, F., Fang, M., Cai, L., Su, M., & Wang, X. (2022). Consumer motivations for adopting omnichannel retailing: A safety-driven perspective in the context of COVID-19. Frontiers in Public Health, 9, 708199. https://doi.org/10.3389/fpubh.2021.708199
Mishra, S., Malhotra, G., Arora, V., & Mukhopadhyay, S. (2022). Omnichannel retailing: Does it empower consumers and influence patronage? International Journal of Retail and Distribution Management, 50(2), 218–239. https://doi.org/10.1108/IJRDM-04-2021-0199
Moher, D., Liberati, A., Tetzlaff, J., Altman, D. G., Antes, G., Atkins, D., Barbour, V., Barrowman, N., Berlin, J. A., Clark, J., Clarke, M., Cook, D., D’Amico, R., Deeks, J. J., Devereaux, P. J., Dickersin, K., Egger, M., Ernst, E., Gøtzsche, P. C., … Tugwell, P. (2009). Preferred reporting items for systematic reviews and meta-analyses: The PRISMA statement. PLoS Medicine, 6(7), e1000097. https://doi.org/10.1371/journal.pmed.1000097
Mosquera, A., Olarte-Pascual, C., Ayensa, E. J., & Murillo, Y. S. (2018). The role of technology in an omnichannel physical store: Assessing the moderating effect of gender. Spanish Journal of Marketing - ESIC, 22(1), 63–82. https://doi.org/10.1108/SJME-03-2018-008
Nguyen, H. N. (2021). Channel integration quality, customer experience and patronage in omnichannel retailing. Journal of Distribution Science, 19(12), 23–37. https://doi.org/10.15722/jds.19.12.202112.23
Nguyen, N. M. H., & Borusiak, B. (2021). Using UTAUT2 model to examine the determinants of omnichannel technology acceptance by consumers. Logforum, 17(2), 265–280. https://doi.org/10.17270/J.LOG.2021.580
Park, J., & Kim, R. B. (2019). The effects of integrated information & service, institutional mechanism and need for cognition (NFC) on consumer omnichannel adoption behavior. Asia Pacific Journal of Marketing and Logistics, 33(6), 1363–1384. https://doi.org/10.1108/APJML-06-2018-0209
Prassida, G. F., & Hsu, P. Y. (2022). The harmonious role of channel integration and logistics service in omnichannel retailing: The case of IKEA. Journal of Retailing and Consumer Services, 68, 103030. https://doi.org/10.1016/j.jretconser.2022.103030
Quach, S., Barari, M., Thaichon, P., & Moudrý, D. V. (2023). Price promotion in omnichannel retailing: How much is too much? Asia Pacific Journal of Marketing and Logistics, 35(1), 173–194. https://doi.org/10.1108/APJML-07-2021-0475
Rhee, H. L., & Lee, K. H. (2021). Enhancing the sneakers shopping experience through virtual fitting using augmented reality. Sustainability, 13(11), 6336. https://doi.org/10.3390/su13116336
Schrage, R., Meißner, L., Schütte, R., & Kenning, P. (2022). Acceptance of in-store apps: Factors that influence the intention to adopt location-based retail apps – Insights from Germany. International Journal of Retail and Distribution Management, 50(6), 653–673. https://doi.org/10.1108/IJRDM-06-2020-0202
Shi, S., Wang, Y., Chen, X., & Zhang, Q. (2020). Conceptualization of omnichannel customer experience and its impact on shopping intention: A mixed-method approach. International Journal of Information Management, 50, 425–439. https://doi.org/10.1016/j.ijinfomgt.2019.09.001
Silva, S. C. e., Martins, C. C., & Sousa, J. M. de. (2018). Omnichannel approach: Factors affecting consumer acceptance. Journal of Marketing Channels, 25(1–2), 73–85. https://doi.org/10.1080/1046669X.2019.1647910
Siqueira, J. R., Peña, N. G., ter Horst, E., & Molina, G. (2019). Spreading the word: How customer experience in a traditional retail setting influences consumer traditional and electronic word-of-mouth intention. Electronic Commerce Research and Applications, 37, 100870. https://doi.org/10.1016/j.elerap.2019.100870
Sombultawee, K., & Wattanatorn, W. (2022). The impact of trust on purchase intention through omnichannel retailing. Journal of Advances in Management Research, 19(4), 511–530. https://doi.org/10.1108/JAMR-06-2021-0196
Son, S. C., Bae, J., & Kim, K. H. (2021). The effect of perceived agility on intention to reuse omnichannel: Focused on mediating effect of integration quality of omnichannel. Journal of Global Fashion Marketing, 12(4), 312–326. https://doi.org/10.1080/20932685.2021.1947151
Swoboda, B., & Winters, A. (2021). Effects of the most useful offline-online and online-offline channel integration services for consumers. Decision Support Systems, 145, 113522. https://doi.org/10.1016/j.dss.2021.113522
Terblanche, N. S., & Kidd, M. (2021). Exploring an in-store customer journey for customers shopping for outdoor apparel. Journal of Retailing and Consumer Services, 63, 102722. https://doi.org/10.1016/j.jretconser.2021.102722
Tjhin, V. U., Abbas, B. S., Budiastuti, D., Kosala, R., & Lusa, S. (2018). The role of electronic word-of-mouth on customer confusion in increasing purchase intention. Pertanika Journal of Social Sciences and Humanities, 26(T), 145–156.
Truong, T. H. H. (2021). The drivers of omnichannel shopping intention: A case study for fashion retailing sector in Danang, Vietnam. Journal of Asian Business and Economic Studies, 28(2), 137–152. https://doi.org/10.1108/JABES-05-2020-0053
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omnichannel retailing. Journal of Retailing, 91(2), 174–181. https://doi.org/10.1016/j.jretai.2015.02.005
Wang, D., Chen, W., Zheng, X., & Wang, X. (2023). Driving mechanism of consumer migration behavior under the COVID-19 pandemic. Frontiers in Public Health, 10, 1005265. https://doi.org/10.3389/fpubh.2022.1005265
Xu, X., & Jackson, J. E. (2019). Examining customer channel selection intention in the omnichannel retail environment. International Journal of Production Economics, 208, 434–448. https://doi.org/10.1016/j.ijpe.2018.12.009
Yeh, C. H., Lin, H. H., Gau, Y. L., & Wang, Y. S. (2022). What drives customers’ purchase behavior in a click-and-mortar retailing context: A value transfer perspective. Journal of Enterprise Information Management, 35(6), 1425–1446. https://doi.org/10.1108/JEIM-10-2019-0344
Yuruk-Kayapinar, P. (2020). Digital consumer behavior in an omnichannel world. In Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey (pp. 89–104). https://doi.org/10.1108/978-1-80043-388-520201007
Zhang, M., Ren, C., Wang, G. A., & He, Z. (2018). The impact of channel integration on consumer responses in omnichannel retailing: The mediating effect of consumer empowerment. Electronic Commerce Research and Applications, 28, 1–13. https://doi.org/10.1016/j.elerap.2018.02.002

Apryadhi, F., Mohamad, N. B., Nizam, N. Z. B., & Othman, A. B. (2025). Navigating Customer Intention in the Age of Omnichannel Retail: A Systematic Literature Review. International Journal of Academic Research in Business and Social Sciences, 15(3), 774–800.

Copyright: © 2025 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode