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Analysis of institutional authors

Acquila-Natale, EAuthorHernandez-Garcia, ACorresponding Author

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January 1, 2026
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A tale of stores and screens: Unveiling consumer behaviour in omnichannel retailing through the lens of behavioural reasoning

Publicated to: Electronic Commerce Research and Applications. 70 101480- - 2025-04-01 70(), DOI: 10.1016/j.elerap.2025.101480

Authors:

Sharma, N; Acquila-Natale, E; Dutta, N; Hernández-García, A
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Affiliations

Birla Inst Management Technol, Greater Noida 201306 - Author
Birla Inst Technol & Sci, Pilani 333031 - Author
Univ Politecn Madrid, Dept Ingn Org Adm Empresas & Estadist, ETSI Telecomunicac, Ave Complutense 30 - Author
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Abstract

This research examines the mechanisms that foster or deter consumers' adoption of digital storefronts that traditional brick-and-mortar retailers integrate for omnichannel operations in emerging markets, through the lens of Behavioural Reasoning Theory. Using a mixed-methods approach, the study first identifies specific reasons for and against shopping on the digital platforms of brick-and-mortar retailers through qualitative interviews with retail experts. These findings are then tested quantitatively with a survey of 1392 Indian omnichannel consumers, analysed using partial least squares structural equation modelling and importanceperformance matrix analysis. The results reveal that perceived product quality and shopping flexibility are the main drivers for adoption, while the attractiveness of alternatives and concerns over delivery timeliness are key deterrents. Additionally, the analysis considers the influence of perceived compatibility and the moderating effect of product type, with electronics and clothing as representative of search and experience goods, respectively. The analysis finds that perceived compatibility exerts a moderate to low effect on consumers' reasoning and their attitudes, and that deterrents have a stronger negative impact for experience goods in shaping consumers' attitude towards adopting the digital storefronts of brick-and-mortar retailers. The findings advance Behavioural Reasoning Theory in retail contexts, providing actionable insights for brick-and-mortar retailers to enhance their omnichannel strategies by addressing consumer-specific motivations and barriers.
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Keywords

AdoptionBehavioral reasoningBehavioral reasoning theoryBehavioural reasoning theoryConsumer adoptionsConsumer behaviourCustomerDecision-makingEmerging marketsExperienceExperience goodsInformation-technologyIntentionLogistics service qualityMortarOmnichannel retailingOnlinePls-semProductProduct categoriesProduct categoryReasoning theorySalesThrough the lensUser acceptance

Quality index

Bibliometric impact. Analysis of the contribution and dissemination channel

The work has been published in the journal Electronic Commerce Research and Applications due to its progression and the good impact it has achieved in recent years, according to the agency WoS (JCR), it has become a reference in its field. In the year of publication of the work, 2025, it was in position 27/258, thus managing to position itself as a Q1 (Primer Cuartil), in the category Computer Science, Information Systems.

Independientemente del impacto esperado determinado por el canal de difusión, es importante destacar el impacto real observado de la propia aportación.

Según las diferentes agencias de indexación, el número de citas acumuladas por esta publicación hasta la fecha 2026-04-26:

  • WoS: 3
  • Scopus: 4
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Impact and social visibility

From the perspective of influence or social adoption, and based on metrics associated with mentions and interactions provided by agencies specializing in calculating the so-called "Alternative or Social Metrics," we can highlight as of 2026-04-26:

  • The use, from an academic perspective evidenced by the Altmetric agency indicator referring to aggregations made by the personal bibliographic manager Mendeley, gives us a total of: 109.
  • The use of this contribution in bookmarks, code forks, additions to favorite lists for recurrent reading, as well as general views, indicates that someone is using the publication as a basis for their current work. This may be a notable indicator of future more formal and academic citations. This claim is supported by the result of the "Capture" indicator, which yields a total of: 89 (PlumX).

With a more dissemination-oriented intent and targeting more general audiences, we can observe other more global scores such as:

  • The Total Score from Altmetric: 1.
  • The number of mentions on the social network X (formerly Twitter): 1 (Altmetric).

It is essential to present evidence supporting full alignment with institutional principles and guidelines on Open Science and the Conservation and Dissemination of Intellectual Heritage. A clear example of this is:

  • The work has been submitted to a journal whose editorial policy allows open Open Access publication.
  • Assignment of a Handle/URN as an identifier within the deposit in the Institutional Repository: https://oa.upm.es/91980/

As a result of the publication of the work in the institutional repository, statistical usage data has been obtained that reflects its impact. In terms of dissemination, we can state that, as of

  • Views: 51
  • Downloads: 199
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Leadership analysis of institutional authors

This work has been carried out with international collaboration, specifically with researchers from: India.

There is a significant leadership presence as some of the institution’s authors appear as the first or last signer, detailed as follows: Last Author (HERNANDEZ GARCIA, ANGEL).

the author responsible for correspondence tasks has been HERNANDEZ GARCIA, ANGEL.

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