Navigating the research trends in online purchase behavior: A bibliometric study

This study aims to determine a comprehensive bibliometric analysis of online purchase behavior and identify research trends in the field. This paper uses biblioMagika®, OpenRefine, and VOSveiwers to help determine the process of bibliometric analysis. This paper provides the results of online purchase behavior trends with the publication trends, the most active and influential authors, publications by institutions and countries, the author’s keyword analysis, and themes of online purchase behavior. The study also explores the application of key theoretical frameworks such as the Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology (UTAUT), Theory of Planned Behavior (TPB), Stimulus-Organism-Response (SOR) framework, and Expectation Confirmation Theory (ECT) in understanding online purchase behavior. The research data was solely from the Scopus database. The findings provide a detailed overview of online purchase behavior, offering emerging scholars valuable insights into current trends and helping to address gaps in the literature. Additionally, the study highlights the field's multidisciplinary nature, drawing attention to its diverse applications and relevance across various sectors. This research contributes to a deeper understanding of online purchase behavior, fostering subconscious awareness of its implications across multiple industries. By mapping the research landscape, the study not only aids academics in identifying key areas of focus but also underscores the growing importance of this field in both academic and practical contexts. Ultimately, this research is a foundational resource for future research and encourages further exploration into the evolving dynamics of online purchase behavior.