Applying Flow Theory to Omnichannel Consumer Behaviour: A Systematic Literature Review

Conference paper

Nguyen, L.T.T., Graham, C., Luong, N. and Tran, M.K. (2022). Applying Flow Theory to Omnichannel Consumer Behaviour: A Systematic Literature Review. The 3rd International Conference on Marketing in the Connected Age (MICA-2022). Da Nang City, Vietnam 01 - 01 Oct 2022 The Danang University of Economics.
AuthorsNguyen, L.T.T., Graham, C., Luong, N. and Tran, M.K.
TypeConference paper
Abstract

The impact of technological advances and continued digitalisation and notably the COVID-19 pandemic on changes in consumer behaviour, market development and interactions between businesses and consumers has led to a formulation of multiple integrated channels (Asmare and Zewdie, 2022). Nonetheless, it is obvious that there is a scarcity of research into omnichannel consumer behaviour in retailing from the perspective of customers. The present study is expected to provide literature-based evidence on omnichannel consumer behaviour literature by applying flow theory (Csikszentmihalyi, 1977), namely the conceptualisation of omnichannel shopping challenge and skill as the antecedents of flow. This study aims to systematically review the extant literatures regarding omnichannel consumer behaviour and flow experience (flow state) in the research context of online and offline shopping environments. The selected articles were reviewed and analysed to extract important information after a screening. The result shows that there is a strong need for a theory-driven research and qualitative approach into determining omnichannel shopping challenge and skill, and the flow state that customers experience during their shopping trip in an omnichannel retail environment.

Keywordsomnichannel consumer behaviour, flow theory, systematic literature review
Year2022
JournalThe 3rd International Conference on Marketing in the Connected Age (MICA-2022) Proceeding
PublisherThe Danang University of Economics
Web address (URL)http://due.udn.vn/vi-vn/mica/mica-intro/cid/4900
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Publication dates
Print01 Oct 2022
Publication process dates
Accepted01 Sep 2022
Deposited15 Sep 2022
Web address (URL) of conference proceedingshttp://due.udn.vn/vi-vn/mica/mica-intro/cid/4900
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