Mapping the Intellectual Structure of Digital Consumer Behaviour Research: A Bibliometric Analysis

Abstract

This study examines the intellectual structure and thematic evolution of digital consumer behaviour research through a bibliometric analysis. Bibliographic data comprising 1,000 research papers published between 2000 and 2024 were retrieved from the Crossref database using Publish or Perish software. VOSviewer was employed to conduct a term co-occurrence analysis based on titles and abstracts in order to identify dominant research themes and patterns. The findings reveal that digital consumer behaviour research is structured around key thematic clusters, including the influence of digital marketing and online advertising, the role of digital transformation accelerated by the COVID-19 pandemic, psychological and emotional drivers of online purchasing, and trust- and society-based evaluative perspectives. The analysis further indicates a growing emphasis on health consciousness and changing consumption patterns in the post-COVID digital environment. By providing a systematic and comprehensive overview of existing research, this study contributes to a clearer understanding of major research directions and emerging themes in digital consumer behaviour, offering a useful foundation for future academic inquiry.