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.