A Bibliometric Analysis of Online Purchase Behaviour: 2003-2025

Abstract

In today's digital era, it has become essential to understand why and how the method of online shopping is growing. For the study of this subject, 208 research papers published between 2003 to 2025 were taken from at data source called Scopus, after which 108 papers were chosen for the final analysis on necessary scrutiny. Two tools, Biblioshiny (R Studio) and VOSviewer, were used in this analysis. These analyses include annual research publications, the most often cited documents, source, and country, a map of cooperation between the countries, keyword trend topic, and thematic development. Along with this, network-based analysis, such as co-authorship, co-occurrence, co-citation, and bibliographic coupling between various authors citing each other's papers, using keywords, and identifying similar research papers, also with the help of thematic maps, revealed which subjects are basic, which are emerging, which are motor, and which are niche themes that are special but very limited. The results also indicate the direction of conducting further research and help people associated with marketing to understand how online customers are changing, how they can be trusted and how new fields can be explored by  researchers.