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Open research questions in Consumer Retail Behavior Studies

548 gap statements mined from Consumer Retail Behavior Studies papers in our 7.9M-paper local library, which holds 4,314 papers on the topic — drawn mostly from each paper's own stated research gap, future-work, challenge and limitation notes, and its abstract. The ones listed below are a selection still marked open; each names the study that raised it, with a DOI link where the paper has one.

Choosing where to publish on Consumer Retail Behavior Studies? See the ranked Economics journals.

What the literature leaves open

  • The lack of sufficient information and/or interaction when consumers assess sustainable products online. The discrepancy between awareness and behaviour in sustainable fashion consumption. The need to design emotionally engaging AI-powered shopping experiences that support sustainable consumption intention.

    AI-Powered Online Shopping: The Effects of Digital Multisensory Cues and Perceived Quality on Sustainable Consumption Intention · 2026 · DOI

  • The need to address multicollinearity among the selected features to ensure data quality.

    Site Selection Analysis and Prediction of New Retail Stores from an Urban Commercial Space Perspective: A Case Study of Luckin Coffee and Starbucks in Shanghai · 2025 · DOI

  • The lack of understanding of market adaptation strategies across varying business models. The gap in understanding the influence of traditional factors on the expansion of new retail coffee stores. The need for a coupling between urban spatial structure and location strategies.

    Site Selection Analysis and Prediction of New Retail Stores from an Urban Commercial Space Perspective: A Case Study of Luckin Coffee and Starbucks in Shanghai · 2025 · DOI

  • The incorporation of GIS technology into mainstream marketing literature remains limited and fragmented. There is a misalignment between current research trends and indexed classification practices. Geospatial concepts, although widely used in practice, remain peripheral in mainstream marketing research.

    Where Business Meets Location Intelligence: A Bibliometric Analysis of Geomarketing Research in Retail · 2025 · DOI

  • The need to develop a qualitative research design that can effectively capture the complexities of impulsive buying behavior among college students.

    “You Only Buy What You Love”: Understanding Impulse Buying Among College Students Through Values, Emotion, and Digital Immersion · 2025 · DOI

  • The lack of validated instruments to assess customer experience in community unmanned stores. The need for a scale that incorporates both technological and physical service elements to measure consumer experience in community unmanned stores.

    Measuring Consumer Experience in Community Unmanned Stores: Development of the ECUS-Scale for Omnichannel Digital Retail · 2025 · DOI

  • The study notes that there is a need to understand the drivers of effective ICT use and innovation activities that promote national economic development. The study highlights the importance of studying the impact of new information and communication technologies and innovation on the digital economy.

    Innovation-Driven E-Commerce Growth in the EU: An Empirical Study of the Propensity for Online Purchases and Sustainable Consumption · 2024 · DOI

  • There is a dearth of prior studies that have examined the impact of income, internet access, and food prices at the macro/meso level. Prior research has largely examined the impact of these factors on online grocery shopping at the individual or household level.

    Online Grocery Shopping: Exploring the Influence of Income, Internet Access, and Food Prices · 2024 · DOI

  • The researchers face the challenge of generalizing the results to a global population, as the sample is limited to a specific country.

    Gen Z and Their Sustainable Shopping Behavior in the Second-Hand Clothing Segment: Case Study of the Slovak Republic · 2024 · DOI

  • Further research could investigate the shopping behavior of other generations. A global study could be conducted to create a global view of Generation Z. Research could focus on the impact of second-hand clothing on the environment.

    Gen Z and Their Sustainable Shopping Behavior in the Second-Hand Clothing Segment: Case Study of the Slovak Republic · 2024 · DOI

  • It must also address the challenge of measuring the effects of interactivity and spatial presence on consumer behavior. The study needs to overcome the challenge of collecting valid and reliable data through the questionnaire survey.

    Applying Stimulus–Organism–Response Theory to Explore the Effects of Augmented Reality on Consumer Purchase Intention for Teenage Fashion Hair Dyes · 2024 · DOI

  • Explore the application of augmented reality experiences in the silver-haired market to assist consumers in facing the challenges posed by white hair. Incorporate trendy color tones as intervening variables, allowing consumers to enjoy more personalized styles and facilitating their transformation through new technologies to create innovative business models.

    Applying Stimulus–Organism–Response Theory to Explore the Effects of Augmented Reality on Consumer Purchase Intention for Teenage Fashion Hair Dyes · 2024 · DOI

  • Phygital retail research has largely treated physical–digital convergence as a technological design challenge, leaving consumers’ self-construction underexplored.

    Dual-source interactivity and self-construction in phygital retail: outcome pathways · 2026 · DOI

  • However, the evolving time efficiency of online shopping compared to traditional in-store shopping has not yet been empirically analyzed, leaving a gap in understanding time efficiency and how it has changed.

    Spending More Money in Less Time: The Evolution of Online Shopping Time Efficiency · 2026 · DOI

  • This study addresses a gap in understanding consumer retention in omnichannel retailing.

    Unlocking omnichannel capabilities to understand consumer retention: unravelling cross-channel integration and consumer empowerment · 2025 · DOI

  • Solo dining is a growing trend in hospitality, yet little is known about how to improve solo consumers’ experiences.

    How to Combat Feelings of Emptiness in Solo Dining? · 2025 · DOI

  • The OSSS addresses a significant gap in the literature by offering a validated framework to understand and measure online shopper stress.

    How do we measure online shopper stress? A scale development study · 2025 · DOI

  • There is a gap in understanding the technological infrastructure required to sustain omnichannel practices. Prior work has focused on channel management and consumer psychology, but not on the socio-economic impacts of omnichannel retailing.

    Omni-Channel Marketing Strategy: A Review of Retail Industry Practices · 2026 · DOI

  • Given the dynamic nature of consumer behavior and rapid technological advancements in the e-commerce sector, future research should consider longitudinal studies to track how customer expectations and satisfaction drivers evolve over time.

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

  • Small retailers operate with limited capital and little specialist digital expertise. Early technical problems discouraged the use of payment apps. Customer behavior, such as a preference for cash, can hinder the adoption of digital payments.

    How India’s small retailers are going digital · 2026 · DOI

  • Designing touchpoints that provide a consistent experience throughout the customer journey. Optimizing touchpoints to meet customers' specific situations and needs. Ensuring that customers experience the corporate identity through various touchpoints.

    Enhancing Omnichannel Customer Experience: From a Customer Journey Design Perspective · 2025 · DOI

  • Despite the extensive research examining the antecedents and consequences of impulse behavior, empirical studies exploring the role of self-esteem in college students' online impulse buying remain relatively scarce.

    Self-Esteem and College Students’ Online Impulse Buying: The Independent and Interactive Moderating Role of Interdependent Self-Construal and Interpersonal Relationships · 2024 · DOI

  • Further research could explore the implications of impulsive buying on consumer well-being, - Further research could investigate the role of social media in shaping impulsive buying behaviors, - Further research could examine the effectiveness of interventions aimed at reducing impulsive…

    “You Only Buy What You Love”: Understanding Impulse Buying Among College Students Through Values, Emotion, and Digital Immersion · 2025 · DOI

  • Further research could explore the effect of festival cues on other types of products, - Further research could examine the effect of festival cues in different cultural contexts, - Further research could investigate the impact of festival cues on consumer behavior in live-streaming…

    Enjoying the Festivalscape: The Effect of Festival Cues in Live-Streaming Studios on Consumers’ Intention to Stay · 2025 · DOI

  • The study identifies a gap in the adoption of customer service automation technologies between rural and urban retail stores. The study highlights the challenges faced by rural retail markets in adopting automation technologies.

    Rural vs Urban Retail: A Comparative Study on Customer Service Automation in the Retail Industry · 2026 · DOI

Most-cited papers in Consumer Retail Behavior Studies

Most recent work

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Open questions raised by papers listed on this page include: (1) The lack of sufficient information and/or interaction when consumers assess sustainable products online (“AI-Powered Online Shopping: The Effects of Digital Multisensory Cues and…”, 2026); (2) Given the dynamic nature of consumer behavior and rapid technological advancements in the e-commerce sector, future research should consider longitudinal studies to track how customer expectations and satisfaction drivers evolve over time (“Beyond expectations: mapping satisfaction drivers in online grocery shopping”, 2026); (3) The lack of understanding of market adaptation strategies across varying business models (“Site Selection Analysis and Prediction of New Retail Stores from an Urban…”, 2025); (4) The incorporation of GIS technology into mainstream marketing literature remains limited and fragmented (“Where Business Meets Location Intelligence: A Bibliometric Analysis of…”, 2025); (5) The lack of validated instruments to assess customer experience in community unmanned stores (“Measuring Consumer Experience in Community Unmanned Stores: Development of the…”, 2025). 548 gap statements have been mined from Consumer Retail Behavior Studies papers in our 7.9M-paper local library, which holds 4,314 papers on the topic; the gaps come from whichever of those papers state one. They are mostly the research gaps the authors state and the papers' abstracts, plus future-work, limitations and challenges passages. The ones listed below are a selection still marked open; each names the study that raised it, with a DOI link where the paper has one, so you can read the original claim in context.

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