{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,8,18]],"date-time":"2026-08-18T04:52:28Z","timestamp":1787028748168,"version":"build-2736575974"},"reference-count":83,"publisher":"MDPI AG","issue":"1","license":[{"start":{"date-parts":[[2022,12,23]],"date-time":"2022-12-23T00:00:00Z","timestamp":1671753600000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"name":"FDC"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>In recent decades, retail has been faced with a challenging scenario, resulting from the digital transformation driven by advances on the internet that has transformed retail business models, especially in commercial transactions, giving consumers a new shopping experience. However, it has been a challenge for retailers to maintain the same shopping experience in different marketing channel formats, mainly with regard to understanding the consumption habits of consumers and what can influence their purchase decisions. As far as is known, the buying process is not only about the act of buying. There is an entire buying journey that must be studied to ensure customer satisfaction from the first contact to the after-sales experience. In this context, this article identifies and analyzes the stages of the omnichannel retail purchase journey from the consumer\u2019s perspective. To achieve the proposed objective, this study was conducted through a systematic literature review in accordance with the SPAR-4-SLR protocol. The results present several analyses that demonstrate the complexity involving the consumer\u2019s perspective in the purchase decision process. The insights show how complex it can be to for companies to manage the purchase journey due to the individuality of each consumer. The main finding shows that most marketing studies do not address the omnichannel consumer journey and, when they do, they focus on specific parts to the detriment of a more holistic view of the buying process. The originality of this article lies in the fact that few studies on omnichannel retail have focused on the integration of all touchpoints using an empirical longitudinal evaluation.<\/jats:p>","DOI":"10.3390\/jtaer18010005","type":"journal-article","created":{"date-parts":[[2022,12,23]],"date-time":"2022-12-23T03:55:21Z","timestamp":1671767721000},"page":"79-104","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":38,"title":["The Different Phases of the Omnichannel Consumer Buying Journey: A Systematic Literature Review and Future Research Directions"],"prefix":"10.3390","volume":"18","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-2323-8025","authenticated-orcid":false,"given":"Thales Stevan Guedes","family":"Furquim","sequence":"first","affiliation":[{"name":"Graduate Program in Organizations Management, Leadership and Decision (PPGOLD), School of Management, Federal University of Parana, Curitiba 80210-170, Brazil"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4960-5954","authenticated-orcid":false,"given":"Claudimar Pereira","family":"da Veiga","sequence":"additional","affiliation":[{"name":"Graduate Program in Organizations Management, Leadership and Decision (PPGOLD), School of Management, Federal University of Parana, Curitiba 80210-170, Brazil"},{"name":"Funda\u00e7\u00e3o Dom Cabral\u2014FDC, Av. Princesa Diana, 760 Alphaville, Lagoa dos Ingleses, Nova Lima 34018-006, Brazil"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"C\u00e1ssia Rita Pereira da","family":"Veiga","sequence":"additional","affiliation":[{"name":"Graduate Program in Organizations Management, Leadership and Decision (PPGOLD), School of Management, Federal University of Parana, Curitiba 80210-170, Brazil"},{"name":"Department of Health Management, Federal University of Minas Gerais\u2014UFMG, Av. Alfredo Balena, 190, Belo Horizonte 30130-100, Brazil"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-5354-8676","authenticated-orcid":false,"given":"Wesley Vieira da","family":"Silva","sequence":"additional","affiliation":[{"name":"Faculty of Economics, Administration and Accounting, Federal University of Alagoas, Macei\u00f3 57072-900, Brazil"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2022,12,23]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"429","DOI":"10.1287\/isre.2021.1071","article-title":"Predicting Stages in Omnichannel Path to Purchase: A Deep Learning Model","volume":"33","author":"Sun","year":"2022","journal-title":"Inf. Syst. 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