Consumer Behavior in the Gig Economy Model: Systematic Literature Analysis and Prominent Dynamics

ABSTRACT This study presents a systematic review of studies on consumer behavior in the gig economy. 32 documents obtained from Web of Science, Scopus and Google Scholar databases were analyzed and 17 studies were included in the review. The literature has only examined factors influencing consumer behavior within the context of the gig economy. There is no systematic literature review that includes comprehensive and multidimensional analysis techniques. The study is original in terms of examining the relationships and clustering tendencies between variables by using content analysis, bibliometric analysis and network analysis methods together and tries to fill this gap in the literature. As a result of the review carried out using SPAR‐4 SLR protocol, factors affecting consumer behavior in the gig economy were determined, interrelationships among these factors were explored through network analysis by VOSviewer and UCINET software. The study revealed that service quality and social impact were the most dominant factors, and also showed that some factors formed certain cluster structures and that only study attributes could affect the inclusion of a publication in an indexed journal/conference proceedings book. As a result of the study, the findings were discussed, theoretical and practical implications and future research directions were included.