TRANSFORMATION OF CONSUMER BEHAVIOR IN THE CONTEXT OF E-COMMERCE DEVELOPMENT: LITERATURE REVIEW

This review article is dedicated to the analysis of research in the field of e-commerce and consumer behavior. Bibliometric analysis is an effective tool for structuring and visualizing scientific information, allowing researchers to identify key trends, research directions, and gaps in the studied area. This method is widely used in international scientific practice. However, in the context of Kazakhstan, studies based on the bibliometric approach to analyzing e-commerce and the transformation of consumer behavior are virtually nonexistent. A narrative literature review with elements of bibliometric analysis based on Scopus data was conducted. Search parameters, as well as inclusion and exclusion criteria, were applied. A total of 98 relevant sources were selected. Built-in analytical tools of the Scopus database were used for data analysis and visualization, ensuring a systematic and representative overview of the scientific literature.The bibliometric analysis made it possible to assess the thematic diversity of publications, identify major research directions, and determine the countries with the highest scientific activity. The results of this study provide a deeper understanding of the dynamics of e-commerce and its impact on the transformation of consumer behavior, offering directions for future research in this field.