Purpose

This study uses the antecedents, decisions and outcomes (ADO) framework to identify how perceived risks and benefits relate to the omnichannel strategy and influence consumer behavior.

Design/methodology/approach

A systematic review was conducted on 111 articles (2014–2023) on Scopus using NVivo® software for content analysis.

Findings

The literature on omnichannel is fragmented between journals and lines of research, making it difficult to identify influential journals in the area and preventing effective convergence. When the perception of risk is greater than the perception of benefits, companies must understand how to mitigate the risk, so that the adoption of an omnichannel strategy is not canceled.

Research limitations/implications

The review is limited to one database and does not consider specific products/services or consumer profiles.

Originality/value

This review broadens understanding of omnichannel from a perspective neglected by researchers, namely risks and benefits and their impacts on organizational results. The model will clarify how the literature on omnichannel has evolved and instigate new research.

中文翻译：

---

全渠道以及消费者和零售商感知的风险和收益：回顾

目的

本研究使用前因、决策和结果 (ADO) 框架来确定感知风险和收益如何与全渠道策略相关并影响消费者行为。

设计/方法论/途径

使用 NVivo® 软件进行内容分析，对 Scopus 上的 111 篇文章（2014-2023 年）进行了系统评价。

发现

有关全渠道的文献在期刊和研究领域之间分散，因此很难确定该领域有影响力的期刊，并阻碍了有效的融合。当对风险的感知大于对收益的感知时，企业必须了解如何降低风险，这样才不会取消全渠道策略的采用。

研究局限性/影响

该审查仅限于一个数据库，不考虑特定的产品/服务或消费者概况。

原创性/价值

这篇综述从研究人员忽视的角度拓宽了对全渠道的理解，即风险和收益及其对组织结果的影响。该模型将阐明全渠道文献的演变并激发新的研究。