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引用次数: 0
摘要
目的数字技术在促进全渠道整合方面发挥着至关重要的作用。最近，有关数字技术的研究引起了人们的关注，并得到了迅速发展。然而，对研究现状和潜在差距的全面评估仍有待进行。因此，本研究对数字技术赋能全渠道整合的研究现状进行了调查，并提出了未来的研究方向。设计/方法/途径对 Web of Science 数据库中引用的 2000 年至 2023 年发表的 764 篇文章进行了三阶段文献计量分析。此外，还进行了绩效分析和主题分析。研究结果确定了该领域最有贡献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。
Digital technology-empowered omnichannel integration: a review and research agenda
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.
期刊介绍：
The competitive retail sector is under pressure to provide efficient services to hold its share of the market. As consumers demand higher levels of service and supply, they are simutaneously wooed by other alternatives like mail order and out of-town-shopping. The International Journal of Retail & Distribution Management provides a link between production and consumer, and by understanding their relationship it allows retail personnel to study operations practice in other organizations, and to compare methodologies.
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