Mapping Research Trends in Digital Consumer Behaviour and Purchase Intention: A Bibliometric Analysis

DOI

10.2991/978-2-38476-561-4_18How to use a DOI?

Keywords

Digital Consumer Behaviour; Purchase Intention; Digital Marketing

Abstract

Digital advancements have transformed how people engage with brands, shifting marketing, from traditional methods to more interactive, tailored, and analytics based approaches. With the continuous advancement of digital tools, examining consumer behaviour in online settings has emerged as a central concern for academics and industry professionals alike. Two constructs that have received particular attention are digital consumer behaviour and purchase intention, as both are essential in designing marketing strategies, fostering online engagement, and enhancing business outcomes. Research in this field has expanded considerably over the last two decades, drawing upon diverse theories, methods, and technological applications. The emergence of areas such as social commerce, influencer-driven marketing, and artificial intelligence has further enriched the literature, creating the need for a systematic assessment of how scholarship has evolved. Established theoretical perspectives—including the Technology Acceptance Model (TAM), the Theory of Planned Behaviour (TPB), and the Stimulus–Organism–Response (SOR) framework—continue to provide valuable insights, demonstrating their sustained relevance in digital contexts. In this study, a bibliometric methodology is employed to systematically review and map the body of research on digital consumer behaviour and purchase intention spanning the years 2000 to 2025. By examining influential publications, patterns of collaboration, thematic groupings, and emerging concepts, the analysis provides a comprehensive overview of the intellectual structure of the field and points toward promising directions for future research.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Rachna Deb
PY  - 2026
DA  - 2026/04/23
TI  - Mapping Research Trends in Digital Consumer Behaviour and Purchase Intention: A Bibliometric Analysis
BT  - Proceedings of the Indo-Bhutan Social Science Conference 2025 (IBSSC 2025)
PB  - Atlantis Press
SP  - 192
EP  - 214
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-561-4_18
DO  - 10.2991/978-2-38476-561-4_18
ID  - Deb2026
ER  -