Developing trends in showrooming, webrooming, and omnichannel shopping behaviors: Performance analysis, conceptual mapping, and future directions

In an omnichannel era, businesses and marketers need insights into the dynamics of customer shopping behaviors, particularly interplay between omnichannel, showrooming, webrooming behaviors. This study investigates evolution trends research channel behaviors (RCSB) domain, spanning from 1998 to 2022, including Covid-19 era. The performed a bibliometric review 500 papers in Scopus database. performance analysis reveals annual growth rate nearly 16%, with average citations per document 44, indicating sustained growing interest. Science mapping revealed five distinct cluster themes, showrooming multi- omni-channel contexts; consumer behavior online retail shopping; satisfaction trust multi-channel retailing; mobile commerce environment; shopping, choice, supply chain management. Furthermore, topics, such as e-commerce, retailing, remain popular before during pandemic, seen thematic evolution. Our examination maps various topics that gained significance multichannel, experience, social commerce, purchase behavior, covid-19. Among these, indicate covid-19 are emerging basic topics. These can steer directions RCSB domain toward examining experiences using digital innovations, e-commerce (including commerce), strategy