Abstract:

In recent years， the popularity of mobile devices， the global COVID-19 pandemic and the rapid development of digital technology have significantly changed consumer shopping behaviour and habits. With the continuous penetration of industrial digitalisation， the omnichannel model is constantly evolving and upgrading. The digital omnichannel customer behaviour under multi-channel， multi-scene and multi-touch-points is more complex and uncertain， and how to accurately capture customer behaviour and effectively satisfy customers’ personalised needs is increasingly becoming the focus of attention in the industry and academia.Driven by reality and theoretical needs， the bibliometric analysis method is adopted to analyse the 340 English-language articles cited in the core database of Web of Science from 2000 to 2022 and the two major techniques of performance analysis and scientific mapping are applied. On the one hand， the publication trends， journal sources and core papers of the research field are systematically sorted out； on the other hand， the cooperation network among the research fields is obtained from the micro-， meso-， and macro-levels， and the most prominent research topics in the field are obtained， according to which the logical knowledge framework is constructed.The results show that　（1） the academic interest in this field is expected to explode in the future， with China and the United States being the countries with the highest publication output， and local cooperative networks between research institutions have been formed； （2） the field focuses on seven major research themes： webrooming， channel dissynergies， supply chain management， brand management， digital products， online retail and omnichannel retail； （3） the knowledge framework of digital omnichannel customer behaviour is constructed based on the SOR theory， and the future research directions are proposed from the whole-journey customer behaviour of “pre-purchase → mid-purchase → post-purchase” throughout the customer behaviour journey. The current research status of digital omnichannel customer behaviour is sortedout， several prominent research hotspots are explored， the application context and practical potential of digital technology are expanded， the theoretical connotation of consumer behaviour is enriched， and useful management implications for subsequent academic research and business practice are provided.

Key words: digital technology, omnichannel customer behavior, bibliometrics, keyword co-occurrence analysis, science mapping