TRENDS PUBLICATION ONLINE IMPULSE BUYING 2014-2023 ON WEB OF SCIENCE (WOS)

Buying behavior has occurred for a long time, but now impulse buying has shifted to online platforms because of the convenience it offers. This research aims to determine the development of impulse buying publications carried out on online platforms. Researchers used quantitative methods with bibliometric analysis. Data was obtained from the Web of Science (WoS) database using the keywords impulse buying and online based on topic. Then the search results are exported in BibTex format and analyzed using the biblioshiny web interface from R Studio software. The research results obtained 234 documents in the limited period of 2014-2023 from two types of documents, articles and conference papers. The analysis results show that impulse buying publications on online platforms are growing worldwide and are related to other fields, not only economics. The significant development is mainly from authors and countries that have the densest population because impulse buying online affects the high level of consumption in these countries.