Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/326567 
Year of Publication: 
2024
Citation: 
[Journal:] Cogent Business & Management [ISSN:] 2331-1975 [Volume:] 11 [Issue:] 1 [Article No.:] 2402510 [Year:] 2024 [Pages:] 1-29
Publisher: 
Taylor & Francis, Abingdon
Abstract: 
The advancement of digital technology and the growth of e-commerce have significantly changed the shopping channel choice behaviour (SCCB) of customers. This article presents a systematic literature review on the SCCB of customers using a hybrid review approach that includes bibliometric analysis and review using ‘Preferred Reporting Items for Systematic Reviews and Meta-Analyses’ (PRISMA) guidelines. The search was conducted across the Web of Science and Scopus databases, covering 20 years. The bibliometric analysis was conducted to understand the spatio-temporal trends and frequency analysis in this domain. It also helped us to identify the key themes, such as retail channel dynamics, the impact of customer’s attitudes and motives, socio-economic factors, in-store retail accessibility, and product attributes on SCCB. The bibliometric analysis revealed the emergence of key themes, such as retail channel dynamics, the impact of customer’s attitudes and motives, socio-economic factors, in-store retail accessibility, and product attributes on SCCB. The systematic literature review highlighted significant variations in shopping behaviour across product types. It also elucidated the necessity for targeted research frameworks, particularly in the developing countries. The identified indicators offer actionable insights for practitioners, aiding in the formulation of marketing strategies, targeted market identification, and retail outlet location choices for retailers. This facilitates informed decision-making, enhancing retail performance and consumer engagement in both in-store and online channels.
Subjects: 
Shopping channel choice
consumer behaviour
systematic literature review
bibliometric analysis
PRISMA
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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