Meta-analyzing the antecedents of consumers’ shopping decisions in the omnichannel era

Purpose This study addresses the fragmented understanding of factors driving consumer behavior in omnichannel (OC) retailing by synthesizing and analyzing antecedents through a meta-analysis, offering a comprehensive framework to resolve inconsistencies and integrate cultural and product-specific distinctions. Design/methodology/approach This meta-analysis synthesizes data from 81 articles (86 studies) using the Meta-Essentials Excel tool to analyze effect sizes and moderation effects, uncovering consistent patterns and contextual variations in omnichannel (OC) consumer behavior. Findings Four groups of antecedents—extrinsic cognitive, intrinsic cognitive, affective, and mixed cognitive-affective factors—emerge as key drivers of consumer behavior. Notable antecedents include channel integration, personalization, ease of use, usefulness, compatibility, hedonism, satisfaction, and consumer engagement. The effects show significant differences between the pre-purchase and post-purchase stages. Moderating effects of cultural dimensions (e.g. individualism, uncertainty avoidance, power distance) and product types (fashion versus non-fashion) further illuminate contextual variations in consumer behavior. Practical implications The findings offer actionable insights for researchers and practitioners by providing targeted strategies to optimize OC services. Retailers can tailor services and shopping experiences to align with diverse cultural contexts and product categories. Originality/value This study consolidates and advances the current understanding of OC retailing by integrating empirical findings from prior research and establishing a foundation for refined theoretical models. It highlights cultural and product-specific moderators, paving the way for more nuanced and actionable OC strategies.