The rapid changes seen in retailing practices and consumer behavior models could be attributed to the extensive number of new technology applications. Therefore, these interesting change mechanisms should be explored from different viewpoints using various methods. This study synthesizes the findings of earlier studies in a literature review and provides some implications for future research and practice regarding retailing evolution, especially focusing on the shift from multichannel to omnichannel retailing. It is found that interdisciplinary research methods have been employed in marketing and electronic/mobile commerce to explore current business and consumer practices. This literature review reveals a time-series consistency between multichannel and omnichannel concepts to offer an integrated viewpoint of the available research insights. More specifically, this study attempts to explore and highlight relevant terminology definitions and concepts to underline the crucial issues in...
Category - Wei-Jen HUANG
National Chengchi University, Department of Business Administration, Taiwan,