Emerging Trends in Online Impulse Buying Behavior: A Bibliometric Analysis and Future Research Directions

Abstract

Online impulse buying behavior has become a rapidly growing area of research in the study of online consumer behavior over the past two decades. With increasing academic attention and publication opportunities, this paper presents a bibliometric review of the scientific literature in this field. The study examines 363 articles from the Scopus database, spanning the period from 2000 to 2023, to identify the most relevant and influential authors, countries, affiliations, highly cited documents, and commonly used keywords. Through bibliometric analysis, the study suggests specific future research agendas in online impulse buying behavior. This analysis provides valuable insights for researchers and practitioners, offering a roadmap to address key research gaps and emerging trends in this field. By understanding the major research streams and influential contributors, academics can direct their efforts toward critical areas of investigation, while practitioners can use the findings to formulate effective strategies for online retail and marketing. Overall, this study contributes to the understanding of the evolution of online impulse buying behavior research and its potential impact on consumer behavior. As the field continues to grow, it presents both challenges and opportunities for academics and practitioners alike. The bibliometric analysis serves as a foundation for further exploration and offers a comprehensive view of the research landscape, enabling scholars and industry professionals to make informed decisions and advancements in this dynamic domain.