Exploring the moderated mediation model of customer intention in omnichannel technology: a systematic literature review

Abstract

This study systematically reviews literature to explore the Moderated Mediation Model of Customer Intention in Omnichannel Technology, particularly under the transformative influence of technologies like AI, AR, and big data analytics. Amidst evolving consumer expectations and the drastic shifts induced by the COVID-19 pandemic, the retail industry's shift from multichannel to omnichannel strategies has become crucial. This review analyzes 59 studies published between 2018 and April 2023 to discern the dynamics influencing customer intention within the omnichannel framework. Our research highlights the sparse but critical discourse on the mediating roles of perceived value and trust and the moderating effects of factors like age and product involvement. Although extensive, the literature reveals gaps, particularly in unified frameworks integrating these diverse insights. We propose a novel conceptual framework centered on these mediators and moderators to better understand and harness customer intentions toward omnichannel technology adoption. Key findings indicate that seamless integration across online and offline channels, responsive to the nuanced needs and behaviors of consumers, significantly enhances customer engagement and loyalty. This synthesis not only offers a consolidated view of the omnichannel retail landscape but also provides strategic pathways for retailers aiming to optimize customer interactions and satisfaction in a digitally dominated era. Our review contributes to the omnichannel retail literature by offering a structured overview of the factors driving customer intentions and suggesting directions for future research to bridge identified gaps, particularly through longitudinal studies and expanded demographic analyses.

Keywords: {'name': 'Omnichannel'}, {'name': 'Customer Behavior'}, {'name': 'Customer Intention'}, {'name': 'Systematic Literature Review'}

Authors & affiliations

Firmansyah Apryadhi
Affiliation not supplied

Norhidayah Mohamad
Affiliation not supplied

Nurul Zarirah Binti Nizam
Affiliation not supplied

Azrina Binti Othman
Affiliation not supplied

Deposited references

Supplied references, not a list of publications citing this article.

DOI: 10.1016/j.chb.2021.107105

DOI: 10.1108/JSM-02-2020-0066

DOI: 10.1108/IJRDM-09-2019-0294

DOI: 10.1037//0022-3514.51.6.1173

DOI: 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).

DOI: 10.1080/23311975.2022.2087460

DOI: 10.3390/su142114114

DOI: 10.1016/j.jretconser.2021.102800

DOI: 10.1108/YC-05-2021-1327

DOI: 10.14707/ajbr.200087

DOI: 10.3390/su13168983

DOI: 10.3390/su13137288

DOI: 10.1108/IJRDM-10-2021-0487

DOI: 10.1177/0022242920968810

DOI: 10.1016/j.jretconser.2018.04.002

DOI: 10.1108/IJRDM-10-2021-0484

DOI: 10.3390/jtaer16060112

DOI: 10.1108/BJM-09-2021-0332

DOI: 10.1016/j.jretconser.2022.103014

DOI: 10.33736/ijbs.4313.2021

DOI: 10.1108/TQM-11-2017-0141

DOI: 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).

DOI: 10.1108/IJRDM-03-2020-0085

DOI: 10.1080/15332861.2018.1433907

DOI: 10.1108/JFMM-07-2018-0088

DOI: 10.3389/fpsyg.2020.01664

DOI: 10.3390/su142416437

DOI: 10.3390/su13136993

DOI: 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). https://doi.org/10.15722/jds.19.10.202110.5

DOI: 10.4067/S0718-18762020000300104

DOI: 10.1016/j.indmarman.2018.12.004

DOI: 10.1016/j.jretconser.2022.102992

DOI: 10.1108/IJRDM-04-2021-0199

DOI: 10.1371/journal.pmed.1000097

DOI: 10.1155/2018/1057356

DOI: 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). https://doi.org/10.15722/jds.19.12.202112.23

DOI: 10.17270/J.LOG.2021.580

DOI: 10.1108/APJML-06-2018-0209

DOI: 10.1016/j.jretconser.2022.103030

DOI: 10.1108/APJML-07-2021-0475

DOI: 10.3390/su13116336

DOI: 10.1108/IJRDM-06-2020-0202

DOI: 10.1016/j.ijinfomgt.2019.09.001

DOI: 10.1016/j.elerap.2019.100870

DOI: 10.1108/JAMR-06-2021-0196

DOI: 10.1080/20932685.2021.1947151

DOI: 10.1016/j.dss.2021.113522

DOI: 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).

DOI: 10.1016/j.jretai.2015.02.005

DOI: 10.3389/fpubh.2022.1005265

DOI: 10.1016/j.ijpe.2018.12.009

DOI: 10.1108/978-1-80043-388-520201007

DOI: 10.1109/TIP.2014.2323127

DOI: 10.1016/j.elerap.2018.02.002