Abstract
This study examines the diverse patterns of consumer online buying journey through a systematic literature review using PRISMA and TCCM frameworks. It aims to bridge research gaps, enhance understanding and expand the potential of existing models. The analysis uniquely links the researchers' and firms' introduced models on the customer journey. This study reviews literature focused on buyer journeys within an online context to provide a contemporary overview of the state of research on the topic. To structure the analysis, this study builds upon the recently proposed five A’s model by Kotler et al. (2017, p. 60), specifically designed to address the dynamics of the digital customer journey. The research adopts a hybrid approach integrating the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) protocol and the TCCM (Theories, Context, Characteristics, and Methodology) framework to ensure rigor and transparency (Wang et al. 2024; Agra 2024); and to systematically organize prominent theories, bridge theoretical gaps, and identify key contexts and characteristics relevant to different stages of the consumer journey (Paul and Rosado-Serrano 2019).