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

The primary objective of this research is to understand the integration of offline and online shopping experiences through omnichannel technology, especially in the context of the transformative changes brought about by the COVID-19 pandemic. A systematic literature review was conducted following the PRISMA framework. The study analyzed 61 papers from the SCOPUS database, focusing on the factors determining customer intention to adopt omnichannel strategies. The research identified various theoretical dimensions that play a significant role in shaping customer intention. These include the Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology (UTAUT), UTAUT2, Customer Integration Quality (CIQ), Consumer Perspective of Channel Integration (CPCI), and Seamless Experience (SE). Additionally, the rise of innovative shopping methods like showrooming and webrooming was highlighted, emphasizing the evolving landscape of consumer behavior. This study offers a fresh perspective on the intricate relationship between omnichannel technology and evolving consumer behavior. It provides a comprehensive overview of the significant theoretical dimensions and their impact on customer intention, filling a gap in the existing literature. While the study thoroughly analyzes the factors influencing omnichannel adoption, it is based on a review of existing literature. Future empirical studies might be needed to validate these findings in real-world settings. Retailers can leverage the insights from this study to understand customer behavior better. This knowledge will enable them to formulate effective strategies that enhance their omnichannel offerings, ensuring they meet and exceed customer expectations.