Holistic and Adaptive Online Customer Experience (HAOCX) Model: A Bibliometric and TCCM-Based Analysis (2006–2025)

Abstract

This study aims to unify the evolving paradigm of customer experience (CX) in the context of online shopping by synthesising the fragmented research fields and proposing a comprehensive model integrating the technological, psychological, social, and experiential factors to explain the customers’ behavioural intention and long-term relational outcomes in the digital commerce environment. 194 core articles from the Web of Science (WoS) database are filtered following the SPAR-4-SLR protocol. These Articles are analysed using a dual methodological approach. Initially, a bibliometric analysis provides a strong quantitative base by statistically mapping the productivity, trend, impact, and thematic structure of the research field using the tools of VOSviewer and R Studio Biblioshiny. Subsequently, the Theory-Context-Characteristics-Methodology (TCCM) framework offers analytical depth through structured qualitative evaluation of the existing literature. It reveals a prominent research gap underpinning the transition from traditional desktop e-commerce to an experiential and technology-immersive retail environment. The findings of the study propose a Holistic and Adaptive Online Customer Experience (HAOCX) model and offer a prediction using the simultaneous linear equations, ensuring that sustainable business success is the ultimate resultant outcome of holistic and adaptive CX that fosters customers’ trust, loyalty, and long-term brand advocacy. The valuable insights of the study suggest that digital marketers and e-commerce firms should move beyond merely facilitating commercial transactions and enhance CX by integrating advanced technologies with customers’ emotional, social, and trust-building mechanisms for creating a personalised, engaging, and relationship-oriented digital environment.