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

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.