DIGITAL CONSUMER BUYING BEHAVIOUR: A SYSTEMIC REVIEW AND CALL FOR FUTURE RESEARCH

Despite the extensive research on digital consumer buying behaviour with more than 400 articles published in the last decade, the existent literature slightly lacks coherence and clarity regarding the construct to allow theory development. In this study, we reviewed 46 articles on digital consumer buying behaviour throughout 10 years 2014-2024 and extended the field in four ways. First, we revealed the conceptual clarity of digital consumer buying behaviour throughout the value-based other behavioural approaches and a new definition of chronological articulation of digital consumer buying behaviour. Second, we anchored on ten existing measures of digital consumer buying behaviour evaluating the rigour of the measures per scale development and validation. Third, we chart the theoretical and nomological framework surrounding digital consumer buying behaviour, focusing on its antecedents, consequences, moderators, and mediators. Finally, we propose a comprehensive future research agenda to further advance the field, emphasizing both theoretical and empirical progress. Overall, our review offers a thorough overview of the existing literature and outlines the direction for future research.