Omnichannel and consumer and retailer perceived risks and benefits: a review

Abstract

Purpose This study uses the antecedents, decisions and outcomes (ADO) framework to identify how perceived risks and benefits relate to the omnichannel strategy and influence consumer behavior.Design/methodology/approach A systematic review was conducted on 111 articles (2014–2023) on Scopus using NVivo® software for content analysis.Findings The literature on omnichannel is fragmented between journals and lines of research, making it difficult to identify influential journals in the area and preventing effective convergence. When the perception of risk is greater than the perception of benefits, companies must understand how to mitigate the risk, so that the adoption of an omnichannel strategy is not canceled.Research limitations/implications The review is limited to one database and does not consider specific products/services or consumer profiles.Originality/value This review broadens understanding of omnichannel from a perspective neglected by researchers, namely risks and benefits and their impacts on organizational results. The model will clarify how the literature on omnichannel has evolved and instigate new research.

Omnichannel shopping habit development

“…Customers use digital touchpoints for tasks such as checking product availability, gathering information, conducting price comparisons, and achieving time and cost savings, all while enjoying convenience and accessibility from virtually anywhere (Both & Steinmann, 2023). Conversely, physical stores offer advantages like salesperson assistance and tactile experiences (de Carvalho et al, 2023). This integration empowers shoppers, enhancing their overall satisfaction (Nguyen & Tran, 2023;Sharma & Dutta, 2023) as they navigate their shopping journey across the integrated touchpoints.…”

“…To address this gap, this study draws upon online shopping research, such as Chiu et al (2012) which suggests that customers' perception of shopping value fosters online shopping habits. Drawing on customer experience theory, which emphasizes the role of customer value in shaping overall experience (Lemke et al, 2011;Lemon & Verhoef, 2016;Maklan & Klaus, 2011), the sense of value in omnichannel services pertains to perceived benefits and satisfaction derived from interactions with the firm (de Carvalho et al, 2023).…”

“…This study contributes to the literature by pioneering the interplay of conscious (value consciousness) and subconscious (omnichannel shopping habit) factors, responding to recent calls (e.g., Sa gkaya Güngör & Ozansoy Çadırcı, 2022; Singh & Basu, 2023) to investigate omnichannel customer behaviour using innovative approaches. It has also addressed the call to investigate customer experience across online and offline touchpoints and their impact on the multifaceted nature of customer engagement and value perceptions (de Carvalho et al, 2023).…”

“…cally integrated to create seamless cross-channel experiences is worthwhile(de Carvalho et al, 2023;Sharma & Dutta, 2023). Comparative inquiries into cognitive and affective engagement across digital and in-store touchpoints, channel types, or consumer segments could provide valuable insights(Both & Steinmann, 2023).…”