Artificial intelligence, online shopping and consumer convenience: a hybrid review and future research agenda using TCCM framework
摘要
Artificial Intelligence (AI) is emerging as a significant area of application as well as research in business across numerous industries like retail, healthcare, logistics, banking, manufacturing, agriculture, etc. The major objective of the current study is to comprehend the way AI has been researched in the context of convenience in online shopping. This is the first hybrid review to explore the relationship between AI and the convenience it offers in online shopping, integrating a Systematic Literature Review (SLR) with PRISMA guidelines, bibliometric analysis conducted with VOSviewer, and a TCCM-framework-based review. The present research systematically reviews the existing literature to understand the current knowledge base and intellectual structure of the field. The review initially identified 3,444 articles from the Scopus database, which were subsequently screened using numerous filters like language, subject area, publication stage, source type, etc., leading to a total of 126 final articles for comprehensive analysis. By employing the integrative methodological approach, this research synthesizes and analyzes both empirical and theoretical literature, to gain a holistic understanding of the state of research on AI-online shopping-convenience ecosystem. Finally, using the TCCM framework, the study proposes future research directions and questions based on theoretical, contextual, characteristics and methodological dimensions that can guide future scholarly advancements. TCCM generates novel insights by uncovering the substantial need for integrative theoretical frameworks on AI-human interaction and value-co-creation, using more contemporary approaches such as triangulation and ethnography. The findings also reveal important gaps, underscoring the need to explore vulnerable populations, underrepresented industries, and cross-cultural settings, particularly through an ethical lens that ensures fairness and transparency.