The intellectual structure of impulse buying behavior in online commerce : Evolution, key contributions, and emerging themes

Résumé

Abstract 

The paper gives a structured examination of the intellectual, conceptual and thematic evolution of research related to online impulse buying behavior (OIBB) in the context of online commerce. Based on a bibliographic dataset of more than 190 peer-reviewed articles indexed in Scopus between 2000 and 2024, the study explores the most cited publications, major contributing authors, countries and journals while identifying the emerging intellectual structure of the field. The research reveals using VOSviewer and keyword co-occurrence analysis seven distinct thematic clusters. These clusters reveal the role of the SOR and TAM models in explaining online impulse buying behavior and highlight OIBB as a multidisciplinary field. They also reflect the importance of hedonic motivations, trust, social commerce, real-time engagement and technological innovation and the findings of this study offer practical implications for marketers and researchers aiming to create better consumer experiences in online shopping environments. They also consolidate online impulse buying behavior as an emerging field of study and present a roadmap for future research.

Keywords : Online impulse buying behavior, Online commerce, Consumer psychology, bibliometric study, S-O-R