Revealing Impulsive Purchase Behavior Global Research: Visualization Mapping using Bibliometric Analysis

This study aims to analyze global research trends on impulse purchasing through a bibliometric approach, focusing on its evolution, key contributors, and emerging themes. It examines publication density, citation networks, and conceptual structures while identifying critical areas like consumer behavior, digital marketplaces, and sustainability. The study explores research gaps in cross-cultural contexts, emerging markets, and advanced technologies, offering insights for future research. It proposes interdisciplinary approaches in e-commerce, live-stream shopping, sustainability, and ethical considerations to advance the field. Using VOSviewer, bibliographic maps are constructed. The next step is to evaluate 344 articles by utilizing Scopus database and high-quality metadata. The results provide light on academic inclinations, citation networks, group dynamics, and potential avenues for future study regarding impulsive purchases. We search for the most frequent studies in the year 2021-24 by using publication density and duration analysis to filter for new finds. Based on the results of the disciplinary analysis, the following journals published research on impulse buys: retail, consumer service, and psychology. With 90 articles at the top of the list, the United States clearly has a lot of scholarly interest in the subject, according to the territorial analysis. The fact that China has published more articles in this area than any other country shows how actively involved the country is. The United States ranks second in this regard. An important node in the green cluster, which focuses on "impulse buying," highlights author cooperation through co-citation analysis. Finally, this study uses component-based, keyword, and publication analysis to suggest future research directions.