{
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    "notice": "ORI is an institutional identifier of Oxton. It is not a DOI.",
    "journal": {
        "title": "Zoom Business Review",
        "abbreviation": "ZBR",
        "issn_electronic": "2764-5142",
        "issn_print": null,
        "homepage_url": "https://revistazbr.com/",
        "publisher": "Zambon Educacional"
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    "status": "published",
    "status_reason": null,
    "status_changed_at": "2026-10-12 23:35:56",
    "version": 4,
    "publication_year": 2022,
    "doi": null,
    "publication_type": "research-article",
    "language": "pt",
    "title": "INVESTIGAÇÃO EM OMNICHANNEL: O QUE TEM SIDO DISCUTIDO SOBRE O TEMA DESDE 2011 – ENTENDENDO A ATUAL POSIÇÃO DA PESQUISA",
    "subtitle": null,
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    "abstract": "<p>A estratégia <em>omnichannel </em>tem se mostrado como uma forte estratégia para fazer a integração dos diferentes canais do negócio, prezando pela melhoria na qualidade do atendimento e dos serviços ou produtos que a empresa oferece, a fim de melhorar a imagem de marca e cativar mais clientes. Neste contexto os objetivos desta revisão são: (i) elaborar uma linha do tempo sistemática sobre as publicações ao longo dos dez anos da existência do <em>omnichanne</em>l mapeando o foco das pesquisas; (ii) destacar as mais recentes discussões sobre <em>omnichannel</em> e (iii) identificar a lacuna das pesquisas na relação entre <em>omnichannel</em> e consumidores (iv) sugerir caminhos para pesquisas futuras. Para tanto foi desenvolvida uma análise sistemática com identificação dos artigos mais citados na base de dados Scopus considerando as palavras-chave ‘omnichannel’, ‘<em>omnichannel retail’</em> e ‘<em>omnichannel retailing’</em>. Entre os resultados nota-se um crescimento significativo das publicações sobre o tema nos últimos três anos e a maioria dos estudos são de origem estadunidense. Este trabalho identifica a evolução da discussão do assunto ao longo dos anos e aponta como estudos mais recentes a experiência positiva do consumidor e a tomada de decisão em estratégia <em>omnichannel</em>. Entre os resultados levantados percebe-se que a literatura sobre <em>omnichannel</em> ainda é muito esporádica, dispersa e fragmentada entre <em>Journals</em>, autores e linhas de pesquisa. Encontra-se, também, uma exaustiva literatura sobre a integração e gestão dos canais utilizados pelas organizações. Porém, conclui-se, também, que existe uma lacuna na literatura que estude a visão a partir dos consumidores de forma mais aprofundada, destacando a percepção dos riscos envolvidos no consumo <em>omnichannel</em>.</p>",
    "translated_abstracts": [],
    "keywords": [
        {
            "lang": "pt",
            "keyword": "Omnichannel"
        },
        {
            "lang": "pt",
            "keyword": "Operações de Varejo"
        },
        {
            "lang": "pt",
            "keyword": "Integração de Canais"
        },
        {
            "lang": "pt",
            "keyword": "Gerenciamento Omnichannel"
        },
        {
            "lang": "pt",
            "keyword": "múltiplos Canais"
        }
    ],
    "contributors": [
        {
            "given_names": "Guilherme",
            "family_name": "Juliani de Carvalho",
            "orcid": null,
            "role": "author",
            "corresponding": true,
            "credit_roles": [],
            "affiliations": []
        }
    ],
    "volume": "1",
    "issue": "2",
    "first_page": "1",
    "last_page": "22",
    "elocation_id": null,
    "received_date": null,
    "accepted_date": null,
    "published_date": "2022-11-20",
    "license_code": "CC-BY-NC-4.0",
    "license_url": "https://creativecommons.org/licenses/by-nc/4.0",
    "article_url": "https://revistazbr.com/revista/zoom/artigo/6/",
    "fulltext_url": "https://revistazbr.com/revista/zoom/artigo/6/download/4/",
    "funding": [],
    "conflicts_of_interest": null,
    "external_ids": [],
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    "created_at": "2026-10-12 23:35:56",
    "updated_at": "2026-10-13 01:37:05"
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