Consumer Behaviour and Order Fulfilment in Online Retailing: A Systematic Review

Abstract

This paper provides a systematic review of consumer behaviour and order fulfilment in online retailing. The objective of this review is threefold: first, to identify elements of order-fulfilment operations that are relevant to online consumer behaviour (purchase, repurchase, product return); second, to understand the relationship between order-fulfilment performance and consumer behaviour; and third, to inspire future research on developing consumer service strategies that takes account of these behavioural responses to order-fulfilment performance outcomes. The paper is based on a systematic review of literature on online consumer behaviour and order-fulfilment operations, mainly in the fields of marketing and operations, published in international peer-reviewed journals between 2000 and September 2015. This study indicates that the current literature on online consumer behaviour focuses mainly on the use of marketing tools to improve consumer service levels. Very little research has been conducted on the use of consumer service instruments to steer consumer behaviour or, consequently, to manage related order-fulfilment activities better. The study culminates in a framework that encompasses elements of order-fulfilment operations and their relationship to online consumer behaviour. This paper is the first comprehensive review of online consumer behaviour that takes aspects of order-fulfilment operations into account from both marketing and operations perspectives.This is an open access article under the terms of the Creative Commons Attribution-NonCommercial-NoDerivs License, which permits use and distribution in any medium, provided the original work is properly cited, the use is non-commercial and no modifications or adaptations are made.

The Research Topics on E-Grocery: Trends and Existing Gaps

“…Two key constructs are found: (1) personal satisfaction and loyalty; and (2) trust, security and company reputation. These two constructs are clearly related to other three core constructs that have gained significant attention from both scholars and practitioners: purchase, repurchase and product return [16]. Returning products after purchase is important in terms of the volume of the returned goods and the costs of reverse logistics [17].…”

“…Nguyen et al [16] emphasise that the smartphone era has created a lot of opportunities for retailers to increase online sales. Firms face multiple challenges in order to facilitate online consumer orders, such as on-time and efficient transport delivery, accurate inventory management and efficient warehouses [19,20].…”

“…Nguyen et al [16] find that half of the studies on e-retailing do not take into account the product category in the analysis, and that groceries receive the most attention when different goods are under analysis. It has already been noted that the type of product has an effect on e-fulfillment; however, some authors find that this is not the case for repurchase intentions [30].…”

Conceptual Framework for the Strategic Management: A Literature Review—Descriptive

“…A systematic review of literature has been carried out as appropriate methodology, in order to produce a reliable knowledge inventory, according to what is proposed by [19]. Several authors have used systematic review of literature to carry out their research, for example, Crossan and Apaydin [20] proposed to synthesize several perspectives through an integral multidimensional framework on organizational innovation; Peres and Fogliatto [21] showed the current state of the integration of the methods of selection of variables for the multivariate statistical process control; Nguyen et al [22] studied the behavior on online consumer and order fulfilment operations; Charband and Navimipour [23] provided a comprehensive and detailed review of the state-of-the-art mechanisms of knowledge sharing in the education field as well as directions for future research; and Pashazadeh and Navimipour [24] provide a comprehensive and detailed and systematic study of the state-of-the-art mechanisms in the big data related to healthcare applications until year 2016.…”

Antecedents of Consumer-Based Electronic Retail Brand Equity: An Integrated Model

“…Past studies have investigated electronic service quality from multiple perspectives. Some linked it to the quality of a website (Sun, Cárdenas, & Harrill, 2016;Yoo & Donthu, 2001), while others were more focused on customer overall perceptions and experience of using a website (Barnes & Vidgen, 2002;Nguyen, de Leeuw, & Dullaert, 2018;Zeithaml, Parasuraman, & Malhotra, 2002). E-service quality is defined as the consumers' overall evaluation and judgement of the excellence of service offerings in an online context (Santos, 2003).…”