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Open research questions in Consumer Retail Behavior Studies

119 unresolved questions extracted from the limitations and future-work sections of 3,009 Consumer Retail Behavior Studies papers in our library. Each links back to the study that raised it.

What the literature leaves open

  • Furthermore, given the rapid integration of advanced web technologies, future studies should explore how emerging interactive tools—such as augmented reality (AR) virtual fitting rooms and artificial intelligence-driven personal style assistants—alter the traditional tactile requirements of consumers.

    A Study on Digital Marketing Strategies on Customer Attraction in Fashion Retail Outlets in Chennai City · 2026 · DOI

  • First, the scope of the research is limited to a single e-commerce platform, namely Shopee, so the findings may not be fully generalizable to other e-commerce platforms such as Tokopedia, Lazada, or TikTok Shop, which have different user characteristics and platform features.

    The Influence of Online Customer Review, Viral Marketing, and Shopping Convenience on Purchase Decisions on Shopee: Gender as a Moderating Variable · 2026 · DOI

  • First, the scope of the research is limited to a single e-commerce platform, namely Shopee, so the findings may not be fully generalizable to other e-commerce platforms such as Tokopedia, Lazada, or TikTok Shop, which have different user characteristics and platform features.

    The Influence of Online Customer Review, Viral Marketing, and Shopping Convenience on Purchase Decisions on Shopee: Gender as a Moderating Variable · 2026 · DOI

  • The limitations of this study include its single-location scope, cross- sectional design, and purposive sampling method, which restrict generalizability and causal inference. Future research is recommended to expand the sample across multiple retail contexts, apply longitudinal approaches, and explore alternative mediating variables such as satisfaction, INKUBIS: Jurnal Ekonomi dan Bisnis | 1108 Selmi Dedi, Yulius Heri Saptomo, Dirarini Sudarwari Omnichannel Strategy . Although trust is positively associated with purchase decisions, its effect is not statistically significant, and it fails to mediate the relationship between omnichannel strategy and purchase decisions, suggesting that trust alone is insufficient to drive actual purchasing behavior in this context.

    Omnichannel Strategy and Customer Experience on Purchase Decisions: Trust as Mediating Variable · 2026 · DOI

  • Several limitations of the present study should be acknowledged. First, although the sample size was adequate for the analyses conducted, the relatively limited and context-specific sample reduces the generalizability of the findings across broader populations, age groups, and consumer domains. Future research should therefore examine whether similar visualattentional profiles emerge in more diverse samples and in other decision-making contexts, such as health, finance, or public service platforms. Second, while eye-tracking provides valuable real-time information about how participants visually inspect alternatives during a choice task, it should not be considered a direct or exhaustive measure of the underlying reasoning process, nor of decision quality in a general sense. Eye movements can indicate where attention is allocated, for how long, and in what sequence, but they do not by themselves capture the meanings participants assign to information, the strategies they consciously report using, or the emotional and motivational processes that may shape a decision. For this reason, future studies would benefit from integrating eye-tracking with complementary methods such as think-aloud protocols, post-task interviews, process tracing, or physiological measures. 17 Fabio & Serranò Third, the cross-sectional and task-based nature of the present design does not allow for strong causal inferences. The study identifies associations between visual-attentional patterns and task-specific decision accuracy, but it cannot determine whether these patterns cause better performance, result from it, or co-develop in interaction with other personal and situational factors. Longitudinal and experimental designs would be especially useful for clarifying how attentional strategies evolve over time and how they may be shaped by repeated exposure to particular digital environments. From a theoretical perspective, the present findings support the relevance of dual-process approaches, but they also suggest the need for a more nuanced interpretation than a strict twosystem reading. Rather than considering Type 1 (automatic) and Type 2 (controlled) processes as entirely distinct and independently operating systems, the results are more consistent with the idea that consumer decisions emerge from a dynamic interaction between rapid intuitive responses and more reflective forms of monitoring and evaluation. Even participants classified within the same profile may not rely exclusively on one mode of processing. Instead, they may shift between rapid orientation, selective comparison, reconsideration, and more deliberate inspection depending on task demands and interface structure. This more integrative view is particularly important in technologically mediated decision settings.

    Clicking on impulse or thinking twice? Eye-tracking reveals the hidden drivers of online consumer decisions · 2026 · DOI

  • Previous studies have primarily examined the relationship between FOMO and consumer behavior quantitatively, while limited research has explored how FOMO shapes consumer lifestyles through subjective experiences in digital environments.

    From Trend Exposure to Identity Construction: FOMO and Generation Z’s Fashion Consumption on TikTok Shop · 2026 · DOI

  • Cognitive behavioral therapy (CBT) has shown promise in addressing maladaptive cognitions and behaviors; however, its targeted application to impulsive clothing purchases remains underexplored.

    Investigating the impact of CBT on reducing impulsive clothing purchases among youths: A cognitive distortion perspective · 2026 · DOI

  • Future research should focus on conducting independent, peer- reviewed studies that systematically compare the predictive validity of neuromarketing and traditional research methods; exploring the implications of algorithmic personalization for consumer autonomy in fashion and design contexts; and developing ethical governance frameworks that address the unique challenges posed by the commercial application of neuroimaging technology.

    Neuromarketing in Global Retail: A Critical Analysis of Neuroimaging Applications for Consumer Insight · 2026 · DOI

  • The current study is restricted by the cross-sectional design, as it does not allow making the causal conclusions, even in the long-term. Although of sufficient size, purposive sampling was used to select the sample, which might restrict the external validity to different population and cultural backgrounds. Also, there is the potential risk of common method bias, due to the use of self-reported data, but procedural solutions were used.

    IMPULSE BUYING TRIGGERS: PROMOTIONS, WEB QUALITY, SHOPPING BEHAVIOR; MEDIATING FASHION CONSCIOUSNESS, MODERATING OPENNESS · 2026 · DOI

  • An 7 expectation-confirmation extended model. (1), 1735693. Bilgihan, A., Kandampully, J., & Zhang, T. (2016).

    <b>Beyond Adoption: How Rational and Sensorial Experiences Shape Continuous Usage of Retail Apps</b> · 2026 · DOI

  • retention, support and to usage continuous experience, satisfaction, the two dimensions of this study has some Similar to other studies, further for limitations that provide directions research. First, retail experience i.e. rational and sensorial experience, were considered to measure satisfaction which leads intention. Other dimensions of experience can include to strengthen the customer satisfaction and continuous usage intention of mobile retail app. Second, the sample was taken from the Indian context, specifically the Delhi NCR. A diverse sample from other geographic context may generalise the finding of this study. Third, the mediating effects of other factors such as gamification, trust between the relationship of the retail and customer continued usage intention can consider in further studies. Last but not least, a cross-sectional research design followed by a quantitative approach has been employed. Either qualitative methodology or mixed- methods can be employed in further studies. This is because this research does not directly assess sustainability but links continuous usage intention to sustainable consumption in digital ecosystem. Finally, this study conceptually links retail app continuance with sustainability but does not directly measure ethical consumption outcomes. Future studies may include sustainability-related constructs such as perceived environmental benefit, green purchase intention, responsible consumption behavior, eco-label usage, perceived digital sustainability, or carbon-conscious shopping. Future research may also examine how retail apps support small businesses, local sellers, women entrepreneurs, and digital entrepreneurs in Asian markets to better understand the relationship between sustainable app-based entrepreneurship.

    <b>Beyond Adoption: How Rational and Sensorial Experiences Shape Continuous Usage of Retail Apps</b> · 2026 · DOI

  • This study includes some limitations. The results obtained from the research are limited to the answers of 513 participants who answered the questionnaire. The research data collected during the 8-month period shows the time constraint of the study. The information for this study was collected in only one place (Türkiye), which raises concerns about external validity. For this reason, replication of our study in other regions and countries would improve its generalisability. The fact that the research was carried out only by considering the brands in the ready-made clothing sector is another limitation. For future research, the research can be viewed from more sectoral perspectives. It is recommended to conduct comparative analyzes by identifying two separate samples using omni-channel applications.

    A Research in the Apparel Industry on the Mediating Role of Relationship Quality in the Effect of OMNI-Channel Customer Experience on Loyalty Intention · 2026 · DOI

  • While this study provides valuable insights into CS in OGS through the application of the Kano model, several limitations should be acknowledged. First, the use of Prolific and the non-probabilistic nature of the sampling procedure limit the representativeness of the sample. Although Prolific is considered suitable for experimental and survey-based consumer studies, its users do not constitute a statisti- cally representative cross-section of national populations. Our data come from active OGS users recruited on Prolific in each country; thus, the sample should be inter- preted as reflecting digitally experienced panel participants who self-report recent online grocery purchasing, rather than the general population of grocery shoppers. Accordingly, the findings cannot be generalized to the entire OGS consumer base in Italy or the United States and should instead be interpreted as indicative of trends within similar online-active consumer segments. Second, the analysis is based on a cross-sectional design, which captures customer perceptions at a specific point in time. Given the dynamic nature of consumer behav- ior and rapid technological advancements in the e-commerce sector, future research should consider longitudinal studies to track how customer expectations and satisfac- tion drivers evolve over time. Third, the study focuses exclusively on two countries—Italy and the United States. Although these represent relevant markets in terms of OGS adoption, the find- ings may not be generalizable to regions with different levels of digital maturity, infrastructure, or cultural consumption patterns. Expanding the geographic scope to include emerging markets or countries with distinct socio-economic profiles would enhance the global applicability of the findings. Fourth, while the Kano model is well-suited to capturing non-linear relation- ships between service features and CS, it primarily reflects functional attributes. The increasing importance of emotional and experiential dimensions in digital consump- tion, particularly in services that blend utilitarian and hedonic value (e.g., personal- ized offers or immersive shopping tools), suggests the need to integrate models that also account for affective responses. Finally, because data were self-reported, the possibility of residual common method bias cannot be fully eliminated, although several procedural remedies were applied. Future studies may reduce this concern further by combining Kano analysis with behavioral or multi-source data. Future studies could also investigate how advanced technologies, including arti- ficial intelligence, machine learning, and blockchain, which are progressively inte- grated into digital platforms to strengthen personalization, security, and efficiency, contribute to the reconfiguration of contemporary CS models. For example, attributes such as real-time order tracking, predictive delivery scheduling, or AI-powered prod- 1 3Beyond expectations: mapping satisfaction drivers in online grocery… uct recommendations could be assessed for their evolving impact on customer value perceptions. Funding Open access funding provided by Università degli Studi di Roma La Sapienza within the CRUI- CARE Agreement.

    Beyond expectations: mapping satisfaction drivers in online grocery shopping · 2026 · DOI

  • funds leverage I recommend that Quick Commerce platforms immediately pivot their marketing budgets away from traditional SMS and Email blasts and redirect into Conversational Commerce. those Specifically, companies should invest in AI-driven WhatsApp bots that offer one-tap checkout options, as these have a 64% preference rate for cart recovery.

    A Study on the Impact of Omnichannel Marketing on Customer Retention in Quick Commerce with Reference to the Grocery Sector · 2026 · DOI

  • ABSTRACT Augmented reality (AR) is an immersive and personalizable technology that has entered and expanded within the consumer market, yet the dynamics of valence, especially in relation to both positive and negative emotions and traits, remain underexplored.

    Consumer Emotions and Personality Traits in Augmented Reality · 2025 · DOI

  • The limited existing research on MSC recommends that the impact of MSC platform features/content on consumer behaviour should be further explored, while the social commerce literature emphasizes the necessity to investigate impulse buying (IB) and social participation (SP).

    Mobile social commerce content, consumer emotions and behaviour · 2023 · DOI

  • This study addresses this gap in knowledge by examining the impact of social media use and its addiction on CBB, together with the moderating influence of self‐efficacy (SEF), through a comparative analysis of heterosexual and LGBT+ consumers.

    The influence of social media addiction on compulsive buying behaviour: A comparative analysis of<scp>LGBT</scp>+ and heterosexual consumers · 2022 · DOI

  • The power of livestreaming commerce to rake in billions of revenues within hours has thrust this nascent commercial model into the global spotlight; that said, despite the prevalence of impulsive buying in livestreaming commerce, the existing knowledge regarding the phenomenon remains relatively scarce.

    Why do consumers buy impulsively during live streaming? A deep learning-based dual-stage SEM-ANN analysis · 2022 · DOI

  • Using the SCT framework and assessing the pandemic as an environmental set, this study strives to fill the gaps in the underexplored impacts of the personal processes of consumer vulnerability, resilience, and adaptability on the behavioral processes of purchase satisfaction and repurchase.

    Purchase experience during the COVID‐19 pandemic and social cognitive theory: The relevance of consumer vulnerability, resilience, and adaptability for purchase satisfaction and repurchase · 2021 · DOI

  • Abstract Despite the promise of augmented reality (AR) and virtual reality (VR) to help experiential retailers align online and offline experiences, guidance on choosing or combining these technologies is lacking.

    How to strategically choose or combine augmented and virtual reality for improved online experiential retailing · 2021 · DOI

  • While location-based advertising (LBA) has garnered both professional and academic interest, research on the responses of consumers to LBA is still scarce.

    Multitasking and location-based advertising: effects of perceived intrusiveness, location proximity, and product durability on avoidance · 2021 · DOI

  • Given the fact that previous studies mostly concentrated on the utilitarian and hedonic aspects and yet still provided mixed results, a comprehensive theoretical framework is developed that combines current research on utilitarian and hedonic values and factors that lead to those values while also emphasizing the importance of the perceived congruence between the consumer and online shopping and linking it to both hedonic values and to online search and purchase intentions.

    WHAT DRIVES CONSUMERS TO BUY ONLINE? A STUDY ON EXPLORING ONLINE CONSUMER BEHAVIOR · 2019

  • Given the fact that previous studies mostly concentrated on the utilitarian and hedonic aspects and yet still provided mixed results, a comprehensive theoretical framework is developed that combines current research on utilitarian and hedonic values and factors that lead to those values while also emphasizing the importance of the perceived congruence between the consumer and online shopping and linking it to both hedonic values and to online search and purchase intentions.

    ikinci · 2019 · DOI

  • However, this question has not been addressed in the literature and leaves a critical gap in determining how COO ultimately affects consumer purchase options.

    The effect of COO on retail buyers’ propensity to trial new products · 2017 · DOI

  • We focus on the relatively understudied domain of online-first retailers and the engagement of a key omnichannel tactic; specifically, introduction of showrooms (physical locations where customers can view and try products) in combination with online fulfillment that uses centralized inventory management.

    Offline Showrooms in Omnichannel Retail: Demand and Operational Benefits · 2017 · DOI

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119 open questions have been extracted from the limitations and future-work passages of 3,009 Consumer Retail Behavior Studies papers in our library. Each one below links back to the study that raised it, so you can read the original claim in context.

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