Research Trends in Mobile Shopping Behavior: A Bibliometric Analysis
Abstract The mobile phone, with revolutionary smart capabilities, provided its users enormous benefits, especially the convenience of shopping through websites and applications from anywhere and anytime. There are several academic studies conducted to measure the adoption and usage behavior of consumers towards mobile shopping platforms, for more than a decade. However, the research on mobile shopping behavior had gained more attention only in the last few years. The purpose of this study is to conduct a detailed and systematic review of mobile shopping literature (from the consumer behavior perspective) and perform quantitative analysis, with the help of bibliometric analysis. The study examined 158 academic articles that was obtained from Scopus, to perform bibliometric analysis, and the analysis revealed that the research on mobile shopping behavior had gained more attention between 2012 and 2018. The paper identifies the key contributions in terms of the most productive journals, countries, institutions, papers, and authors in research on consumers’ mobile shopping behavior. The co-citation reference analysis, keyword co-occurence analysis and word cloud technique had been used, to identify the evolution of various themes focused in this area. This study’s results will make researchers and scholars to have better understanding about the knowledge structure of academic research on mobile shopping through bibliometrics and visualization techniques.