Pathway of Online Impulsive Buying Tendency Research (2007-2024): Bibliometric Analysis

The goals of this study were to assess the body of knowledge about the propensity for online impulsive purchasing, to rectify the shortcomings of past reviews, and to provide academics and industry professionals with an up-to-date, thorough overview of the state of research in the field of online impulse buying tendency. We employed bibliometric analysis approaches to analyze the body of literature on online impulsive purchasing propensity. It was useful for summarizing data through significant contributions, the most prolific writer, the most powerful organization, output within a specific time frame, the rise of keywords, and so on. Article searches were conducted using the Scopus database from 2007 until 2024. The number of studies undertaken in this sector has significantly increased in recent years, as evidenced by bibliometric studies, with China and the United States being the leading contributors. The literature frequently mentioned hedonistic consumption habits, the impact of social media, website design, and promotion. Future studies should look more closely at how emerging technologies like virtual reality and artificial intelligence affect impulsive purchasing behaviour. More comprehensive insights could also be obtained by conducting in-depth studies on cultural variations and the ways in which cultural elements influence impulsive internet purchases.