Mapping Consumer Behavior in E-Commerce: A Bibliometric Perspective
DOI:
https://doi.org/10.33032/acr.7122Keywords:
consumer behavior, e-commerce, bibliometric analysis, systematic review, PRISMA approachAbstract
This study aims to provide a detailed analysis of academic literature on consumer behavior in e-commerce, specifically in business and management. Using the PRISMA framework, we conducted a systematic search in the Web of Science database covering the last 25 years. This resulted in a dataset of 629 documents. For the quantitative analysis and visualizations, we used tools like Biblioshiny and VOSviewer to chart research trends and academic networks.
The findings include lists of the most productive authors and their institutions, the top contributing countries, and keywords that show how the field has changed over time.
The results highlight key areas explored so far, such as online buying behavior, digital trust, and technology adoption. This study gives policymakers, academics, and practitioners a solid foundation to better understand consumer behavior in online marketplaces. This understanding can help inform strategic decisions that respond to changing digital trends and consumer needs.
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