MAPPING THE EVOLUTION OF ONLINE SHOPPING: A BIBLIOMETRIC ANALYSIS OF GLOBAL RESEARCH TRENDS AND THEMES (2020–2024)

Ngo Tra My; Nguyen Hoang Sinh

doi:10.18623/rvd.v22.n4.3437

Authors

Ngo Tra My Vietnam National University https://orcid.org/0000-0002-8865-5479
Nguyen Hoang Sinh Ho Chi Minh City Open University https://orcid.org/0000-0001-6336-0845

DOI:

https://doi.org/10.18623/rvd.v22.n4.3437

Keywords:

Online Shopping, E-commerce, Consumer Psychology, Artificial Intelligence, Bibliometric Analysis, Consumer Behavior

Abstract

This study conducts a bibliometric analysis of online shopping research from 2020 to 2024, utilizing 972 articles from the Scopus database. Key identified themes include the expansion of e-commerce platforms, the application of technologies like artificial intelligence and machine learning, and the influence of the COVID-19 pandemic on consumer behavior. Using VOSviewer software, the analysis identifies four research clusters. The red cluster focuses on technology integration, including platform optimization and AI applications. The green cluster highlights consumer psychology, emphasizing trust, satisfaction, and risk perception. The yellow cluster addresses socio-demographic factors, such as age, gender, and social media's impact on purchasing decisions. The blue cluster explores pandemic-driven changes in food shopping, delivery services, and supply chains. The study highlights the contributions of countries like China, the United States, and India, emphasizing international collaboration. Findings provide valuable insights into the field's evolution and propose directions for future research, including integrating emerging technologies like IoT and blockchain to enhance the online shopping experience.

References

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MAPPING THE EVOLUTION OF ONLINE SHOPPING: A BIBLIOMETRIC ANALYSIS OF GLOBAL RESEARCH TRENDS AND THEMES (2020–2024)

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