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Open research questions in Consumer Retail Behavior Studies

455 unresolved questions extracted from the limitations and future-work sections of 3,365 Consumer Retail Behavior Studies papers in our library. Each links back to the study that raised it.

What the literature leaves open

  • The essential characteristics of the live streaming environment and the psychological mechanisms that induce impulse buying are not well understood. There is a lack of research on the impact of social and media cues on impulse buying in live streaming.

    How social and media cues induce live streaming impulse buying? SOR model perspective · 2024 · DOI

  • Research limitations/implications Findings are limited to imported snack items and two stores in Turkiye.

    Data-driven analysis of the impact of imported product displays in supermarkets on purchase behaviour and differences by country · 2026 · DOI

  • Although VR-enabled virtual commerce is becoming an important interface for metaverse-oriented retail, limited research has explained how immersive system characteristics shape consumers’ urge to buy impulsively.

    Understanding consumer responses to virtual reality shopping through authentic experience · 2026 · DOI

  • Further investigation into the specifics of hoarding in the context of CBSD is necessary.

    To hoard or not to hoard purchased items - does it matter? A clinical cross-sectional study on compulsive buying-shopping disorder · 2025 · DOI

  • Despite this change, there have been limited studies on Malaysian consumers' readiness to embrace omni-channel retailing, specifically grocery shopping.

    Exploring the adoption of sustainable omni-channel grocery technologies among generation Z in Malaysia: the moderating role of risk mitigation for perishability · 2025 · DOI

  • From aspects scarcely studied, such as the online store ambiance and display of the product in the online store, to more prevalent issues related to purchasing behaviour, such as online customer service, the ethics of online stores, and online technologies, this article develops and tests a conceptual model of the factors that significantly impact consumer interactions, experience, behaviour and their willingness to revisit online stores.

    The impact of online customer service and store features on consumer experience and willingness to revisit their preferred online store · 2025 · DOI

  • While this provides a plausible biological substrate for compulsive online shopping, current data remain insufficient to firmly establish dysfunction or causality (Cheng, 2025) .

    Chasing the digital high: should hedonic consumption be viewed through the lens of behavioral addiction? · 2025 · DOI

  • This is not due to a lack of evidence but rather the complexity in defining clinical thresholds and distinguishing pathological behavior from culturally sanctioned consumerism (Brandtner et al.

    Chasing the digital high: should hedonic consumption be viewed through the lens of behavioral addiction? · 2025 · DOI

  • However, the influence of AI recommendation characteristics on purchase intention, particularly the underlying mediating mechanisms, remains underexplored.

    Artificial Intelligence-Driven Recommendations and Functional Food Purchases: Understanding Consumer Decision-Making · 2025 · DOI

  • However, the factors driving repurchase intention through shopping well-being in the online context, particularly in Vietnam, remain incompletely understood.

    Enhancing Repurchase Intention on Digital Platforms Based on Shopping Well-Being Through Shopping Value, Trust and Impulsive Buying · 2024 · DOI

  • However, the academic research on this new marketing method is still insufficient.

    Influence of Mobile App Live Streaming Characteristics on Clothing Impulse Purchase Intention: Mediation of Swift Guanxi and Perceived Trust · 2024 · 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

  • 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

  • The gap in understanding the impact of omnichannel marketing strategies on customer retention in the Quick Commerce grocery sector. The need for data-driven omnichannel strategies to build long-term loyalty in the highly competitive Indian grocery market.

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

  • Most studies rely on linear and additive frameworks. The Kano model can provide a deeper understanding of how expectations, trust, and perceptions of value shape the online grocery shopping experience.

    Beyond expectations: mapping satisfaction drivers in online grocery shopping · 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

  • Further research should examine consumer shopping behavior in other emerging markets. Further research should consider the impact of technology on consumer shopping behavior.

    Clicks vs. Fittings: A Comparative Study of Online and Offline Clothing Purchases · 2026 · DOI

  • There is a need to understand consumer shopping behavior in emerging markets. There is a lack of research on the comparison of online and offline clothing purchases in Georgia.

    Clicks vs. Fittings: A Comparative Study of Online and Offline Clothing Purchases · 2026 · DOI

  • The RCT was not registered prospectively prior to participant recruitment due to administrative delays. The study had a limited sample size, with 122 eligible participants. Participants were unwilling to provide additional demographic details beyond gender.

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

  • Future studies can investigate the long-term effects of CBT on impulsive clothing purchases. The development of targeted interventions to address impulsive buying behaviors is an area for future research. The use of the CRCDS to assess cognitive distortions related to impulsive clothing purchases can be explored in future studies.

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

  • The study identifies a gap in understanding the impact of sensory branding on customer experience in the hotel industry. The study highlights the need for further research on the role of sensory branding in creating emotional differentiation and increasing customer loyalty and purchase intention.

    The Role of Sensory Branding in Customer Experience Management: Effects on Recall and Purchase Intent in Hotels · 2026 · DOI

  • Future studies could explore the effect of omni-channel customer experience on loyalty intention in other industries. Research could investigate the impact of different omni-channel strategies on customer experience and relationship quality. The study's findings could be used to inform the development of effective omni-channel marketing strategies.

    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

  • 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

  • Longitudinal designs should be used to follow the trends of impulse buying within a period of time. Comparative studies of cross-cultural comparisons of the interaction between fashion consciousness and openness personality in various national e-commerce markets would contribute to the theoretical picture.

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

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455 open questions have been extracted from the limitations and future-work passages of 3,365 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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