Two Decades of Research on Consumer Behaviour and Analytics: Reviewing the Past to Prepare for the Future

Nirma Sadamali Jayawardena, Abhishek Behl, Mitchell Ross, Sara Quach, Park Thaichon, Vijay Pereira, Achint Nigam, Thanh Tiep Le

Source Title: Journal of Global Information Management (JGIM)30(1)

ISSN: 1062-7375|EISSN: 1533-7995|EISBN13: 9781799893233|DOI: 10.4018/JGIM.313381

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MLA

Jayawardena, Nirma Sadamali, et al. "Two Decades of Research on Consumer Behaviour and Analytics: Reviewing the Past to Prepare for the Future." JGIM vol.30, no.1 2022: pp.1-38. http://doi.org/10.4018/JGIM.313381

APA

Jayawardena, N. S., Behl, A., Ross, M., Quach, S., Thaichon, P., Pereira, V., Nigam, A., & Le, T. T. (2022). Two Decades of Research on Consumer Behaviour and Analytics: Reviewing the Past to Prepare for the Future. Journal of Global Information Management (JGIM), 30(1), 1-38. http://doi.org/10.4018/JGIM.313381

Chicago

Jayawardena, Nirma Sadamali, et al. "Two Decades of Research on Consumer Behaviour and Analytics: Reviewing the Past to Prepare for the Future," Journal of Global Information Management (JGIM) 30, no.1: 1-38. http://doi.org/10.4018/JGIM.313381

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Abstract

The present study is a systematic literature review that identifies the context of consumer behaviour and analytics in business to forecast the future of consumer behaviour with changing business trends through TCCM (theory, context, characteristics, method) guidelines. The authors identified that prior research used theories in different disciplines to explain the phenomenon in customer behaviour and analytics literature. When considering the theory, these phenomena often can be segregated based on the industry (e.g., marketing, advertising, sales, healthcare, human resource management, tourism), focusing on status-based mechanisms (e.g., cross-gaming predictive models), inertia-based mechanisms (e.g., theory of rational expectations and adaptive learning), or relationship-based mechanisms (e.g., theory of consumer engagement behaviour).