Device‐mediated customer behaviour on the internet: A systematic literature review

The proliferation of smartphones, tablets and other digital devices in addition to traditional computers has transformed the Internet into a device-mediated environment. While these provide immediate access similar sources, they differ significantly their characteristics, such as screen size, operation mode context use. As consequence, behaviours on along customer journey vary substantially depending device used. To summarize fast-growing body research behaviour, systematic, framework-based literature review 59 articles from last decade was conducted. Through an examination antecedents, decisions outcomes investigated publications, presents conceptual framework that highlights relation between decision processes behavioural outcomes. further summarizes theories, contexts methods employed studies sets extensive future agenda. We found extant lacks comprehensive theories clear definitions omnichannel Furthermore, existing findings should be generalized for (e.g. industries countries) validated via introduction designs methods. understanding behaviour consequently arising marketing measures remains scarce. Thus, this advances comprehension provides researchers practitioners with information implications experience management.