INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)  
ISSN No. 2454-6186 | DOI: 10.47772/IJRISS | Volume IX Issue XI November 2025  
Mapping the Omni-Channel Consumer Journey: A Systematic  
Review of Behavioral Intentions, Channel Choices, and Preferences  
Nina Nabiha Binti Hassan., *Zuhal Hussein  
Arshad Ayub Graduate Business School, Universiti Teknologi MARA (UiTM), Cawangan Kelantan  
Kampus Kota Bharu, Lembah Sireh, 15050 Kota Bharu, Kelantan  
*Corresponding Author  
DOI: https://dx.doi.org/10.47772/IJRISS.2025.91100353  
Received: 27 November 2025; Accepted: 03 December 2025; Published: 11 December 2025  
ABSTRACT  
Purpose – This study provides an overview of how a systematic literature review (SLR) is used to identify  
relevant literature on consumers’ behavioral in adopting the OMNI-Channel platforms. It outlines the SLR  
process, including source identification, research question formulation, systematic searching strategies, article  
quality appraisal, and data extraction and analysis.  
Design/methodology/approach – A systematic approach was employed using three major databases. After  
applying eligibility criteria, 35 relevant articles were shortlisted from an initial pool of 94 papers.  
Findings – Of the 94 initially identified papers, 77 were closely aligned to the topic which 62 contributed directly  
to the research framework and 15 articles focused on OMNI-Channel platforms. However, only 35 articles that  
were much more relatable to the topic were analysed and discussed in detail.  
Practical implications – This paper provides insights for managers on optimising logistics processes and  
strengthening customer relationships by prioritising consumer-valued OMNI-Channel strategies. It also informs  
small retailers on how to apply OMNI-Channel concepts effectively.  
Originality/value – This study fulfils the need for a systematic review of empirical research on OMNI-Channel  
customer behaviour and intention to use such platforms.  
Keywords: Systematic literature review, OMNI-Channel strategy, OMNI-Channel platforms, Intention, Online  
shopping.  
INTRODUCTION  
The rapid evolution of digital technologies has significantly reshaped the retail landscape, enabling customers  
to access products seamlessly across multiple platforms. Online shopping allows retailers to operate without  
physical stores and initially led to the adoption of multichannel strategies. However, changing consumer  
expectations have accelerated the shift from multichannel to OMNI-Channel retailing, which integrates online  
and offline touchpoints to provide a seamless shopping experience [13].  
Beyond offering multiple ways to transact, OMNI-Channel platforms enable data-driven retailing by capturing  
customer behaviours across channels. These insights support personalised recommendations, tailored  
promotions, and unified engagement strategies. Despite their potential, OMNI-Channel platforms remain  
relatively new, and many customers lack awareness of their benefits and usage.  
Empirical research highlights factors such as perceived usefulness, ease of use, trust, security, compatibility,  
value, and social influence as key determinants of customers’ intentions to adopt OMNI-Channel platforms.  
Recent  
Malaysian  
studies  
further  
indicate  
that  
perceived  
compatibility,  
perceived  
value  
of  
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INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)  
ISSN No. 2454-6186 | DOI: 10.47772/IJRISS | Volume IX Issue XI November 2025  
webrooming/showrooming, performance expectations, hedonic motivation, and logistical support shape user  
intention.  
However, despite growing interest, significant knowledge gaps persist. Many consumers conflate multichannel  
with OMNI-Channel systems. Retailers, particularly small apparel retailers, struggle with system integration,  
logistics alignment, and consistent cross-channel experiences. Existing research is fragmented and dominated  
by studies in developed markets, providing limited insights for emerging economies, such as Malaysia.  
Problem Statement and Need for This Paper  
Current OMNI-Channel research disproportionately focuses on technology adoption and operational strategy  
while overlooking consumer-centric behavioural dimensions, especially in markets with lower digital maturity  
[3]. There is limited understanding of how Malaysian consumers form intentions, make channel selections, or  
develop preferences in OMNI-Channel environments. This underscores the need for a systematic synthesis of  
existing studies to clarify theoretical inconsistencies, contextual gaps, and practical implications for emerging  
markets.  
Objectives of the Study  
This paper aims to: (1) Systematically review empirical studies on OMNI-Channel retailing related to consumer  
intention, channel selection, and preferences; (2) Identify key determinants influencing online shoppers’  
intention to use OMNI-Channel platforms; (3) Examine factors affecting consumers’ channel selection  
behaviours; (4) Evaluate drivers of consumer preferences for OMNI-Channel features, including transparency,  
consistency, and flexibility; and (5) Highlight theoretical, contextual, and methodological gaps for future  
research, with emphasis on Malaysia’s apparel sector.  
SYSTEMATIC LITERATURE REVIEW APPROACHES  
The SLR method was adopted due to challenges in locating appropriate references using traditional review  
methods. The SLR approach encourages rigorous, unbiased, and comprehensive searching through predefined  
strategies and criteria [21].  
Reference Sources for SLR Formation  
This study followed the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (“PRISMA”)  
statement under the Publication Standard. The PRISMA Statement grants the authority to conduct an accurate  
search for terms related to the research topic and objectives.  
Research Question Formulation  
The formulation of the research question was guided by the PICo framework. PICo is a tool designed to assist  
researchers in developing appropriate research questions for a review by focusing on three key elements:  
Population (or Problem), Interest, and Context. The PICo framework guided the development of research  
questions based on Population (online shoppers), Interest (OMNI-Channel intention, selection, preferences), and  
Context (retail digitalization).  
Key research questions include: (1) What factors influence shoppers’ intentions to use OMNI-Channel  
platforms? (2) What drives online shoppers’ channel selection? (3) What shapes shopper preferences in OMNI-  
Channel environments?  
Systematic Searching Strategies  
Identification  
Keywords were developed based on research questions and thesaurus sources. Boolean operators (AND/OR)  
and wildcard techniques were applied across Scopus, Web of Science, ScienceDirect, Emerald Insight, and  
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Google Scholar. During the process, the researcher identified additional keywords related to online shoppers,  
such as “consumer’s online shopping experience, consumer’s shopping behaviour, and consumer’s online  
behaviour.” Furthermore, beyond the terms’ intention, selection, and preferences, other related keywords,  
including “adoption intention, motivation, behavioural, channel choices, and platform selection”, were also  
utilised to broaden the search and capture a wider range of relevant studies. In addition, alternative terms for  
OMNI-channel retailing, such as “OMNI-channel platforms, OMNI-channel, retail digitalization, online  
shopping, and online platforms,” were included.  
Screening  
Filters such as publication year, type, language, and indexing were applied. Duplicate and low-quality articles  
were removed.  
Eligibility  
Manual screening of titles, abstracts, and selected findings was conducted to ensure relevance. A final set of 35  
high-quality articles was retained through this process.  
Fig. 1 The process of selecting the articles for the review  
CONTENT ANALYSIS AND FINDINGS  
Across the literature, many studies draw on TAM, UTAUT, UTAUT2, DOI, and innovation diffusion theories  
to explain consumers’ OMNI-Channel intentions. Key technological determinants include perceived usefulness,  
ease of use, performance expectancy, compatibility, and perceived risk ([4], [10], [16], [30], [36]).  
Hedonic motivation, habit, and personal innovativeness also consistently emerge as predictors of continued  
usage, especially in fashion and mobile app contexts ([13], [14]). Several studies find that usefulness has a  
stronger effect on intention than ease of use, while risk perception remains a critical barrier across settings.  
Overall, the findings suggest that consumers engage in OMNI-Channels when the systems offer clear value, low  
complexity, and alignment with their shopping habits and lifestyles.  
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INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)  
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A strong theme across the review is the importance of experiential and operational integration. Studies highlight  
that channel integration—across pricing, promotions, product information, order fulfilment, and customer  
service—significantly enhances both cognitive and emotional consumer experiences ([5], [6]). Experiential  
elements such as service consistency, transparency, and flexibility reduce perceived risk, improve flow  
experiences, and strengthen loyalty ([23], [34].).  
Research also indicates that channel transparency and uniformity increase perceived behavioural control and  
lower risk perceptions, influencing channel selection decisions [38]. These findings show that OMNI-channel  
success depends not only on technological readiness but also on seamless, predictable, and trustworthy cross-  
channel experiences.  
The reviewed studies show that channel selection is shaped by convenience, cost, delivery preferences,  
sustainability considerations, and shopping motivations. Consumers favour channels that offer low effort, shorter  
lead times, and flexible fulfilment options such as BOPS, curbside pickup, and home delivery ([7], [5], [33]).  
Webrooming and showrooming behaviours remain prevalent in fashion retail, driven by ease of use, usefulness,  
and exploratory motivations [10].  
Incentives such as rebates, in-store app features, and non-monetary rewards can further stimulate channel  
engagement, especially when aligned with consumer channel preferences [32]. Studies in B2B contexts [25] add  
that structural assurance and channel experience influence channel preference differently from B2C markets.  
Overall, channel choices depend on perceived empowerment, assortment, behavioural control, and situational  
factors such as price sensitivity and risk.  
Studies in Malaysia, Turkey, India, and other emerging markets highlight the influence of market maturity,  
digital literacy, and infrastructural constraints on OMNI-Channel adoption ([14], [15], [27]). These contexts  
reveal additional behavioural drivers such as trust, privacy concerns, anxiety, and situational factors not  
commonly examined in developed markets. Retailers in these regions often face challenges related to  
technological capability, resource availability, and workforce readiness, which shape both consumer  
expectations and retailer strategies.  
Findings suggest that OMNI-channel strategies in emerging markets require gradual implementation, stronger  
service integration, and enhanced customer transparency and consistency to build trust and engagement.  
IMPLICATIONS AND CONCLUSION  
This SLR consolidates fragmented empirical findings on OMNI-Channel retailing, focusing on intention,  
channel selection, and customer preferences. While technology-centric frameworks dominate existing research,  
they overlook contextual and experiential elements that influence OMNI-Channel engagement in emerging  
markets.  
A major limitation in the literature is its concentration in developed economies, leaving gaps regarding how  
infrastructural weaknesses, inconsistent system integration, and diverse consumer literacy levels influence  
OMNI-Channel behaviour in countries like Malaysia. As a result, this study underscores the need for context-  
sensitive frameworks that integrate behavioural and operational dimensions.  
For practitioners, especially SMEs, successful OMNI-Channel implementation requires prioritising  
transparency, consistency, unified pricing, integrated logistics, and customer-friendly return policies. These  
elements build consumer trust and improve engagement without requiring high-cost technological  
transformations.  
Conclusion  
This paper examines OMNI-Channel retailing, focusing on consumer intention, channel selection, and  
preferences. Existing studies mainly use technology adoption models like TAM and UTAUT, which explain  
consumers’ readiness but often overlook experiential and contextual factors. Research is concentrated in  
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INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)  
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developed markets, leaving emerging economies such as Malaysia underrepresented, despite unique challenges  
like infrastructure limits, resource constraints, and varying digital literacy.  
The review emphasizes the need for context-sensitive frameworks that combine behavioral and operational  
factors in OMNI-Channel adoption. Future research should consider market maturity, digital readiness, and  
retailer capacity to better understand consumer behavior in evolving retail ecosystems.  
For practitioners, successful OMNI-Channel implementation requires more than technology. It demands a  
seamless, transparent, and consistent customer experience across all channels. Small and medium-sized retailers  
should adopt a phased approach, focusing on achievable strategies such as consistent branding, simplified  
returns, and cross-channel communication. Policy support, including digital training, e-commerce subsidies, and  
ethical guidelines, can further enhance adoption and competitiveness.  
In conclusion, OMNI-Channel retailing is both a technological and strategic transformation. Consumer intention,  
channel selection, and preferences are influenced by technological factors (usefulness, ease of use, value) and  
experiential factors (transparency, consistency, flexibility). The literature remains fragmented and contextually  
narrow, highlighting the need for studies that explore the interaction of key experiential dimensions on consumer  
decisions. Aligning digital innovation with customer experience, particularly in emerging markets like Southeast  
Asia, is essential for fostering loyalty, trust, and long-term engagement.  
RECOMMENDATIONS  
This SLR shows that OMNI-Channel retailing is not just a technological innovation but a strategic shift in how  
retailers engage with consumers. Studies indicate that consumer intention, channel selection, and preferences  
are shaped by both technological factors (e.g., usefulness, ease of use, value) and experiential factors (e.g.,  
transparency, consistency, flexibility). However, most research focuses on technology adoption in developed  
markets, overlooking operational challenges and consumer behavior in emerging economies.  
The review highlights several areas requiring further investigation:  
1. Supply Chain Management: A substantial proportion of retailers, approximately 70% adopting the OMNI-  
Channel strategies continue to face difficulties in integrating and optimising their supply chains ([36], [38],  
[39]). Future research should examine supply chain coordination, cost efficiency, inventory accuracy, and  
logistics integration to support seamless multi-channel operations.  
2. Consumer-Centric Perspectives: Further studies are needed to understand customer loyalty, engagement,  
and preference formation within OMNI-Channel environments. Many consumers remain unaware that their  
interactions span multiple synchronised channels, presenting opportunities to explore how customer  
education, trust, perceived control, and digital literacy influence long-term engagement and satisfaction.  
3. Contextual Diversity: Cultural, economic, and technological differences across regions significantly shape  
OMNI-Channel adoption. Future research should prioritise empirical studies in emerging markets such as  
Malaysia to generate context-specific insights. Additionally, comparative and cross-cultural studies can help  
develop frameworks that are globally informed yet locally relevant, thereby improving the applicability of  
OMNI-Channel strategies in diverse market environments.  
In summary, the future of OMNI-Channel retailing depends on effectively aligning technological capability,  
consumer experience, and strategic management. Addressing gaps in supply chain integration, customer  
behaviour, and contextual adaptation can advance both theoretical understanding and managerial practice. A  
holistic, interdisciplinary research approach will enable retail innovation to keep pace with rapid digital  
transformation while promoting inclusivity, resilience, and long-term sustainability.  
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