Bibliometric Analysis and Visualization of Online Consumer Behavior – Past, Present and Future

Understanding online consumers and their buying behavior had been the major focus for marketers and gained special attention among the marketing science researchers for over three decades. The purpose of this research is to investigate the past and current trends in online consumer behavior domain, by highlighting the research themes through bibliometric analysis and provide an agenda for future research. The study carried out a systematic literature review of online consumer behavior research with the help of bibliometric analysis from 1999 to 2020, and the bibliographic data of 1254 documents were obtained from the Scopus, one of the popular academic indexing databases. The study performed various bibliometric analysis using open-source software tools, including Biblioshiny, VOS Viewer, and Sci2 tool. This paper is unique in applying a variety of quantitative and scientific mapping tools for better understanding and visualization of the research field. The analysis of scientific research will be a reference guide for research scholars in the academic community for understanding the intellectual structure, theoretical foundations of online consumer behavior research and identify the knowledge gaps and recommend future research directions. It can also help the marketing practitioners to understand the dynamic characteristics of online consumers and their buying behavior, through various contributions made by the scientific literature