Table 1.
Selected theory-based studies on omnichannel retailing.
| Source* | Theory | Method | Key findings |
|---|---|---|---|
| Cao and Li (52) | Innovation diffusion theory | Public data | Channel integration is the key to omnichannel retailing. Firms should develop a higher information technology capability, an open capital market, and a low industry concentration to improve channel integration. |
| Hossain et al. (47) | Dynamic capabilities theory | Interview and survey questionnaire | Organizational silos are a major obstacle, and firms are under pressure to ensure integration quality. Improved channel-service configuration, content consistency, process consistency, and assurance quality can help overcome this difficulty. |
| Hüseyinoglu et al. (51) | Dynamic capabilities theory | Survey questionnaire | Operational logistics service quality plays an important role in a successful omnichannel strategy. Firms should reinforce channel integration and ensure consistency. |
| Juaneda-Ayensa et al. (41) | Unified theory of acceptance and use of technology | Survey questionnaire | Personal innovation, effort expectancy, and performance expectancy are important determinants of consumer purchase intention in the omnichannel setting. |
| Lee et al. (15) | Social exchange theory | Survey questionnaire | Engaging customers is challenging, and the breadth of channel-service choice, the transparency of channel-service configuration, and content and process consistency are critical to solving this problem. |
| Shen et al. (46) | Wixom & Todd model | Survey questionnaire | Channel service transparency, content consistency, and process transparency determine the success of firms' omnichannel strategies. |
| Luo et al. (53) | Resource-based theory | Public data | There is a positive relationship between firms' information technology applications and cross-channel capabilities, and such association is positively moderated by financial resources. |
| Song et al. (54) | Resource-based theory | Survey questionnaire | Higher levels of supply chain integration result in a better performance of omnichannel retailers, and supply chain integration capabilities can be improved from information, process, and organization integration capability. |
| Xu and Jackson (5) | Theory of planned behavior; commitment–trust theory | Survey questionnaire | Consumers' adoption behaviors in omnichannel retailing are determined by perceived behavioral control, perceived risk, and price advantage. |
*
Studies are ordered alphabetically based on the first author's name.