Abstract: The purpose of quick response is to reduce the uncertainty of supply and demand matching. In recent years, this strategy has been successfully used by clothing retail giant Zara and become a research hotspot in supply chain management. At the same time, behavioral studies in the fields of finance and marketing have also achieved great success, so scholars have begun to explore the role and impact of behavior in quick response strategies. This paper summarizes the research framework, methods and content of the research, focusing on the analysis and discussion from the perspective of retailers and consumers. Finally, a research direction in this field is envisaged in the hope that future researches on quick response can gain some insights from this paper.

Key words: quick response, retailer behavior, consumer behavior, strategic behavior, review and outlook