A successful review hinges on clear research questions being formulated at the beginning of the

process. When formulating research questions I focused on the interface of operations and
marketing in online retailing.

Research Question:

Which order-fulfilment elements influence online consumer behaviour related to repurchasing

and what is the role of online trust and online shopping satisfaction between them?

Consumer behaviour in online environment has received significant attention in the fields of
marketing, information systems, and psychology and business management. In addition, this
review showed that online trust and online shopping satisfaction (M1, M2) can play a
mediating role between online retailing order fulfilment and repurchase behaviour of online
consumer where order fulfilment is independent variable (X) and repurchase behaviour is
dependent variable (Y). In a marketing context, this framework considers three main
operational processes of independent variable that is order-fulfilment: inventory
management, last-mile delivery and returns management. Here I take one dimension that is
inventory management. Consumer behaviour consists of three main dimensions: purchase,
repurchase and product return. Here I talk about only in the dimension of repurchase
behaviour of online consumer. Online trust and consumer satisfaction is recognized as an
important factor that positively influences consumers’ repurchasing intentions and some
research has focused on identifying factors that affect consumer satisfaction in online
shopping. By means of a systematic review, I aimed to (1.) identify order-fulfilment elements
that are relevant to repurchase behaviour of online consumer (2.) understand the relationship
between order-fulfilment performance and consumer behaviour, and (3.) inspire future
research on developing consumer service strategies that take into account these behavioural
responses to order-fulfilment performance outcomes.

Although researchers from a variety of business disciplines have made significant progress over
the past few years, the scope of these studies is rather broad, the studies appear relatively
fragmented and no unifying theoretical model is found in this research area. In view of this, I
provide an exhaustive review of the literature and propose a research framework with a key
building block (repurchase) so as to analyze the online consumer behavior in a systematic way.
This proposed framework not only provides a cohesive view of online consumer behavior, but
also serves as a salient guideline for researchers in this area. There are still significant
differences between offline and online consumer behavior that warrant a distinguishing Online
Consumer Behavior. I as a researcher need to pay more attention to the under-researched areas
highlighted in online consumer behaviour by analysis. For instance, this research can explore
new variables in the five categories (consumer characteristics, environmental influences,
product characteristics, medium characteristics, and merchant and intermediary characteristics)
and empirically test how these factors affect repurchase intention. Classical consumer
behavioral theories provide a good starting point in understanding online consumer behavior.
However, I should take the “e-factor” into serious consideration when doing research in online
consumer behavior. Instead of blindly borrowing theories and models from other disciplines, I
as researcher should work out my own behavioral models declaring what is unique and specific
to the context of consumer. This review inspires several areas of future research based on gaps
identified in study. I notice that there have been no papers that study order-fulfilment elements
in relationship to consumer behaviour in online retailing in an integrative manner. Obviously,
there is much more work to be done to uncover all aspects of online consumer behavior.
Investigating these topics from different perspectives or frameworks could add new knowledge
to the existing body of knowledge. It is hoped that this review paper will spur future research in
theory development and theory testing unique to online consumer behavior.