The Different Phases of the Omnichannel Consumer Buying Journey: A Systematic Literature Review and Future Research Directions

In recent decades, retail has been faced with a challenging scenario, resulting from the digital transformation driven by advances on the internet that has transformed retail business models, especially in commercial transactions, giving consumers a new shopping experience. However, it has been a ch...

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Bibliographic Details

Published in:	Journal of Theoretical and Applied Electronic Commerce Research
Main Authors:	Thales Stevan Guedes Furquim, Claudimar Pereira da Veiga, Cássia Rita Pereira da Veiga, Wesley Vieira da Silva
Format:	Article
Language:	English
Published:	MDPI AG 2022-12-01
Subjects:	omnichannel consumer journey experience retail purchase stages
Online Access:	https://www.mdpi.com/0718-1876/18/1/5