Purpose

Digital technology plays a vital role in empowering omnichannel integration. Research on digital technology has recently attracted attention and rapidly developed. However, a comprehensive assessment of the research status and potential gaps is yet to be conducted. Thus, this study investigated the current research status of digital technology-empowered omnichannel integration, and future research directions are proposed.

Design/methodology/approach

A three-stage bibliometric analysis was conducted on 764 articles published from 2000 to 2023, cited in the Web of Science database. Furthermore, performance and thematic analyses were performed.

Findings

The most productive contributors and influential articles in this field were identified, and four themes of focus were discovered: service quality, o2o commerce, omnichannel retailing, and digital transformation.

Originality/value

To the best of our knowledge, this work is the first attempt to enable researchers to understand the vast body of published scholarship on digital technology-empowered omnichannel integration.

中文翻译：

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数字技术赋能的全渠道整合：回顾和研究议程

目的

数字技术在增强全渠道整合方面发挥着至关重要的作用。数字技术的研究近年来引起人们的关注并迅速发展。然而，尚未对研究现状和潜在差距进行全面评估。因此，本研究调查了数字技术赋能的全渠道整合的研究现状，并提出了未来的研究方向。

设计/方法论/途径

对 2000 年至 2023 年发表的 764 篇文章进行了三阶段文献计量分析，这些文章被 Web of Science 数据库引用。此外，还进行了绩效和主题分析。

发现

确定了该领域最有成效的贡献者和最有影响力的文章，并发现了四个重点主题：服务质量、O2O 商务、全渠道零售和数字化转型。

原创性/价值

据我们所知，这项工作是使研究人员能够了解有关数字技术支持的全渠道整合的大量已发表学术成果的首次尝试。