From brick and mortar to omnichannel: a mixed-method exploration of impulse buying research

Purpose This study aims to examine the influence of various distribution channels on impulse buying (IB) behavior by reviewing 75 years of research. It explores the role of physical, online, multichannel and omnichannel retail environments in driving impulse purchases. Design/methodology/approach A mixed-method approach was employed, incorporating meta-analysis, content analysis and bibliometric analysis to identify five primary research clusters in IB research and estimate the effect sizes of antecedents within each cluster. Findings The study reveals that factors such as visual appeal (Esr = 0.788) and perceived trust of the platform (Esr = 0.527) are particularly influential in online and multichannel environments. Emotional and psychological variables, including positive affect (Esr = 0.398), materialism (Esr = 0.453) and shopping enjoyment (Esr = 0.449), also significantly impact IB. Omnichannel retailing, which integrates digital and physical elements, emerges as a crucial trend in IB research. Research limitations/implications Future research should explore the impact of emerging technologies such as artificial intelligence (AI) and virtual reality (VR) on IB, as well as the role of sustainability in influencing consumer behavior. Practical implications The findings highlight key drivers of IB across retail environments, offering valuable insights for marketers and retailers in designing strategies to enhance consumer engagement and purchasing behavior. Originality/value This study provides a novel perspective on IB by focusing on the role of distribution channels, contributing to an understanding of how retail environments shape consumer behavior over seven decades.