A BIBLIOMETRIC ANALYSIS OF CONSUMER BEHAVIOUR IN ONLINE SHOPPING

Abstract

In today's intensely competitive business environment, it is essential for marketers to understand online consumer behaviour and buying patterns. Over the past three decades, marketing scholars have extensively studied this phenomenon. This study explores the evolving landscape of online consumer behaviour, utilizing bibliometric analyses to trace research trends and identify future investigation paths. It focuses on the shift from traditional offline shopping to the dynamic realm of online shopping. By conducting a comprehensive bibliometric analysis of 180 articles obtained from Scopus database, this paper provides a comprehensive review of existing literature on consumers' online shopping behaviour, examining publication trends, journal productivity, research impact, organizational affiliations, and recurring themes in the field. This study uncovers a diverse range of motivations driving online purchases and identifies key factors influencing consumers' decision-making processes. The present study additionally highlights that, in recent years, research focused on security and data protection in online shopping within the context of consumer behaviour has been comparatively limited when compared to other areas of inquiry.