The In-Store Shopping Experience: A Systematic Literature Review

This chapter provides a systematic literature review on the in-store shopping experience, as presented in retail management studies, to reveal potential gaps in the existing literature and suggest directions for future research. This is a conceptual paper with an analytical approach that draws heavily on theoretical evidence published in the retail management literature. A total of 90 journal articles published between 1992 and 2019 were analysed in a five-step process: obtaining a basic understanding, coding, categorisation, comparison, and further analysis. More precisely, the chapter depicts the period of publication of the articles, the journals in which they were published, the origin of the authors, the research methods, definitions, and the measurement of the in-store shopping experience. Finally, main research gaps and directions for future research are proposed. Scholars can use this paper as a reference point to identify specific research areas that can be theoretically and empirically investigated to further advance knowledge on this topic