From clicks to consequences: a multi-method review of online grocery shopping

Abstract

The academic interest in Online Grocery Shopping (OGS) has proliferated in retailing and business management over the past two decades. Previous research on OGS was primarily focused on consumer-level consequences such as purchase intention, purchase decision, and post-purchase behavior. However, there is a lack of literature integrating intrinsic and extrinsic factors that influence the growth of OGS and its impact on purchase outcomes. To address this, we conduct a multi-method review combining traits of a systematic literature review and bibliometric analysis. Analyzing 145 articles through word cloud and keyword co-occurrence analysis, we identify publication trends (top journals, articles) and nine thematic clusters. We develop an integrated conceptual framework encompassing the antecedents, mediators, moderators, and consequences of OGS. Finally, we outline future research directions using Theory-Context-Characteristics-Methods framework to serve as a reference point for future researchers working in OGS.