Abstract
Digital retailing encompasses all the digital technology–enabled assets and retail activities that a retailer can use to create, capture, communicate, and deliver value throughout the customer journey. This comprehensive topic modeling analysis of 4,730 articles from 35 years of research across multiple disciplines showcases how the research is evolving overtime and within the disciplines. Results reveal 11 topics areas (consisting of 66 subtopics), as well as the prevalence of these topics within each discipline. Results highlight how the topics have evolved overtime. For example, research on consumer motivation to use technology, retail environmental factors, and firm factors is increasing, while research on trust and risk factors is declining. The trends vary across disciplines. Results also highlight the relationship among the topics, and the impact of publications in each of the topic areas by considering citations across time and disciplines. Implications for future research are discussed.
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